The Crowler is a 32-ounce can that is filled, on-demand with draft beer. Whole Foods Market Park Lane was the second location in the company to secure a Crowler system from brewer Oskar Blues. The Beer Specialist, and Specialty Team Leader wanted a unique look over the previous label, created at a Whole Foods Market in Arizona, that would highlight the advantages of the Crowler and at the same time let people know that the Crowler was filled at Park Lane. The black and white color pallet and fonts Garage Gothic and Thirsty Rough were chosen to match the decor and current look of the Park Lane Location.
The Smokehouse at Park Lane
The Smokehouse at Park Lane is a self-service barbecue venue. The client wanted to update the look of the header. The previous artwork had been the result of many overlapping updates. The client specified that the new header should not have the price, since pricing information was displayed elsewhere.
After several iterations we decided on the design pictured. I hand sketched the lettering for the word smokehouse. I wanted something custom, with a single letter prominent above the rest. I chose the letter S to expand off the grid I was using to layout the other letters. I converted the sketches to vectors by hand. I used the font Sign Painter by House Industries for the script above and below smokehouse. We tried several color options but in the end, we decided on the traditional earthy browns to convey translate the idea of wood and nature.
We printed the Illustrator file at 1:1 scale from our plotter and used transfer paper to transfer the logo on the wall. We used brushes and ink from to fill in the logo. The animals are from a regionally supplied set of illustrations. I free-handed the cuts of meat on them.
After the project was finished I continued making the rest of the alphabet in the same style as the word smokehouse.
Flight Table Tents
These table tents were used to promote the launch of flights at the Wine Bar at Park Lane. They were made with fonts and illustrations provided as part of a corporate tool kit.
In a store full of signs, sometimes just getting people to look a sign is a challenge. I find that laughter is a great tool to get people to stop.
Here the only direction I was given was a chalk for hamburgers. I decided that a hamburger eating a hamburger would get people talking.
The lettering is a combination of Zig Woodcraft markers and brush work.
Sushi Made Here Daily
This is an illustrated sign used to highlight an in-house sushi program. The inspiration was the famous short "Lets All Go to the Lobby" used by theaters in the 50s to promote concession sales.
Floor chalks are a striking way to grab the attention of a customer. We utilized many during holidays and special promotions. This floor chalk provided messaging about Whole Foods Market’s use of only cage-free eggs. Because this was for Easter, I chose both a chicken and a bunny striking poses from a classic jail break movie. Even though we did not merchandise eggs in this area, we felt that this differentiation from other retailers would help customers understand what sets Whole Foods Market apart from its competitors.
Park Lane 5th Birthday
These are files I made for Whole Foods Market Park Lane’s 5th birthday. I suggested a carnival as the theme, and the Park Lanes Marketing Team Leader liked that idea. She wanted something colorful to reflect the theme. Additionally she wanted a message inside of the number five.
I hand painted the number multiple times until I got one I liked. I converted it to vectors and used fonts and illustrations to supplement the vector five.
The Marketing Team Leader really liked the initial color pallet, but regional wanted something more in the vein of the existing brand. I changed the color pallet to green and blue. From that my team generated many files for all of the events and sales. I’ve included files I made myself.
That Italian Treat
This large mural served as the back drop for the pizza venue at Whole Foods Market Park Lane. I had a lot of leeway on this project. I wanted something that was reminiscent of vintage illustrations of the 60s, while highlighting a couple of the things that make the pizzas at Whole Foods Market Special.
I hand lettered this sign with brushes.
Park Lane was the only location to have self-serve frozen yogurt machines in the Southwtest Region. As such, there were no guidelines for signage for this venue.
When I arrived at Park Lane this was one of the first jobs I was given. The system we eventually developed was creating custom fixtures out of polystyrene plastic, fitted with Velcro. This made a reusable system that allowed us to create chalks on a short notice for new flavors. The Prepared Foods Team was able to install these themselves which allowed for flexibility in requesting new signs. Because the were essentially advertisements for new flavors, particularly aimed a young audience, we focused on fun ideas and pop culture references for inspiration.
These flavor stickers were developed for the juice bar at Whole Foods Market Park Lane. During a remodel the juice bar was unable to make smoothies to order. To provide customers with an option, the juice bar made the most popular flavors and bottled them during the morning. In addition to calling out the flavor I wanted customers to know that these smoothies were made every day, so I added fresh daily to each flavor sticker.
I set these files to print to labels in house. Even though the printing cost per label is higher with labels than our regular sticker supplier, the short window that the juice bar needed these stickers actually saved money because we avoided setup costs associated with a new run of stickers. Printing in house also allowed us to meet a very tight deadline.
The 2 for $5 program was a program focused on ready to eat items that customers could mix and match. At the Park Lane location there is an extremely large lunch crowd. I felt that the ease of picking up your lunch rather than ordering it from a counter would be a good selling point to workers on their lunch hour. So I used a cheetah to highlight the speed of which you could get a lunch.