rooted 
 in diversity 
 whole foods market 
OBJECTIVE
process

To create an iconic campaign identity for Whole Foods Market's participation in the 2015 London Pride parade and street festival.

I was approached by my regional coordinator who asked if I wanted to collaborate with her on this project. Honoured to take on the task, we received our brief but strict criteria: "It's called 'Rooted in Diversity.' Make it funky." We wanted most to maintain an organic feel and arrived on an aesthetic of vector over full image.

 

To up the organic ante, I decided to hand draw the logotype to achieve a graffiti-like funky mood. We looked towards many rooted vegetables to tie in the campaign name and landed on carrots. Soon enough I was in the produce department picking out rainbow carrots for a photoshoot! I set up the photoshoot and arranged the carrots into chromatic order, shooting the iconic imagery that would be the visual centrepiece of the campaign.

 
 
 

Live it. Own it. Be it. Love it.

André Harris, Jr. // AH Design, Intl. 2020

 ANDRÉ HARRIS, Jr.