Whole Foods Market on Amazon

Project: Updated overall storefront design for Whole Foods Market on the Amazon.com shopping experience.

Process: Upon joining the Amazon Grocery team, I was presented with a challenge to collaborate with designer Ava Zoghlin to re-design the entire storefront for Whole Foods Market on both Prime Now and Amazon.com. The design team had already submitted initial design proposals for the storefront refresh which were still leaning heavily on the Prime Now brand. Once I was onboarded onto the project, we worked on concepts that integrated varying elements of the WFM style guide in our marketing graphics. Presenting a greater challenge was the fact that the WFM style guide was still a work-in-progress, and all we had to reference were live graphics viewable on their website. With that vision in mind, we completely transformed the shopping experience and turned it into a visual design system that can also be easily automated with one of our internal tools to allow marketers to easily build graphics themselves. By completely re-configuring our existing templates, we completely elevated the look and feel of Whole Foods on Amazon by including more use of white space, leaning heavily into their beautiful lifestyle photography, and introducing more personality by incorporating their typefaces and brand colors. All templates were built with a flexibility between copy length and the type of imagery being sourced (lifestyle vs isolated on white).

Role: Art Direction, Visual Design, UX Design.

Team: Collaborated with Art Director Ava Zoghlin.

Storefront hero & side tiles

The storefront hero was re-designed to incorporate a safe-copy area that allows text to flex based on the length of copy, while still showcasing beautiful full-bleed imagery behind it. We knew Whole Foods Market has a lovely assortment of food photography, so we wanted to find a way to make it shine from the very start of your shopping experience.

Ad-tile and half-tiles

Our goal with these two marketing placements was to make sure they provided enough flexibility to alternate between full-bleed and isolated product photography. Our solution was to create templates with consistent safe-zones so that even when a lifestyle placement was scheduled alongside an isolated product shot, everything felt natural and consistent.

Ad tile, half-tiles, and category-tiles

Shown here are more examples of the ad tile & half-tiles utilizing isolated product imagery. Below, for the category tiles, we decided to continue leaning into full-bleed photography when possible and created templates with flexible safe-zones for copy to alternate between 1- and 2-lines based on copy length.

A side by side view of the original version of the storefront, followed by the re-designed version. While the initial page leaned heavily into the Prime Now style guide, our refresh of the storefront allowed us to lean fully into the Whole Foods Market parent brand, providing a shopping experience WFM customers would recognize and expect

Whole Foods Market Everyday Bag exploration

Project: In an effort to create a stronger brand presence for Whole Foods Market, we explored new design options for the existing Prime-forward WFM delivery bags.

Process: Our current Whole Foods Market grocery delivery bags felt a little uninspired, so the goal here was to keep in mind the restrictions of our bag guidelines and print requirements while also providing a delightful way to advertise our grocery delivery service. We focused on the previously unused real estate on the back of the bag and incorporated fun illustrations and type treatments straight from the WFM brand guidelines. We explored two varying approaches, leaning either into the WFM illustration library, or with large blocks of copy that could range from informational to quirky.

Role: Art Direction, Visual Design, Packaging Design.