With "Supporting Team Member Happiness and Excellence" being one of their core values, Whole Foods Market takes pride (literally) in celebrating LGBT team members by making SF Pride one of Northern California's biggest marketing initiatives during the summer. Therefore it was of the upmost importance to create a visual identity that would transcend not only in-store signage, but also merchandise, the company's parade float, and the different generations of the LGBT community. "Fresh Beets" was born from the importance of nightlife in LGBT history, with the iconic and timeless "disco beet" being the beacon of a visual identity that is still loved and talked about today.