Whole Harvest Visual Identity

For Whole Harvest’s ambitious national rollout, I was tasked with refining and expanding their visual identity while staying true to the core logo. I began by developing a detailed brand guide that included:

• Color Palette: Fresh, earthy greens complemented by warm neutrals to evoke a sense of natural purity and approachability.
• Typography: A clean, modern sans-serif paired with a humanist serif for headlines—balancing clarity with friendly character.
• Visual Language: Iconography and graphic elements inspired by simple line drawings of produce and ingredients, reinforcing the honesty of the brand.

With the brand framework in place, I led the UI/UX design for Whole Harvest’s marketing website. Key deliverables included:

• Site Architecture & Layout: Streamlined navigation and a mobile-first approach to ensure seamless browsing for on-the-go shoppers.
• Messaging & Tone: Copy blocks and calls-to-action were crafted to highlight the ready-to-eat, plant-based positioning, using friendly yet informative language.
• Digital Assets: Designed banners, social media templates, and email headers that coherently extended the brand’s style across channels.

To showcase the product authentically, I art-directed an extensive food photography session:

• Scope: 60 distinct ready-to-eat meals, shot in a natural-light studio setup.
• Creative Direction: Emphasized unadorned, ingredient-forward compositions—no props or added garnishes—so that each dish’s colors and textures spoke for themselves.
• Packaging Integration: Collaborated with the photography team to ensure images translated seamlessly onto packaging layouts, maintaining consistency between on-shelf presence and digital collateral.

The project culminated in a cohesive brand identity and a high-impact website launch that resonated with health-conscious consumers, conveyed trust, and positioned Whole Harvest as a leader in the plant-based, ready-to-eat space.