Whole Foods Market

Each Whole Foods location exists as an original concept and is curated and designed to reflect the nuances and local tastes specific to each city and region. FRCH was asked by Whole Foods Markets to create a graphic tone of voice for one of their newest stores in Dayton, OH. The FRCH team was tasked with creating graphic treatments that highlight the unique heritage of Dayton, built upon a legacy of innovation within the aviation industry. The goal was to bring to life not only the Dayton heritage but also illustrate the Whole Foods core values within this 45,000 SF space. 

The FRCH team drew inspiration from searching through vintage blue-prints, very similar to what the Wright Brothers used in the early 20th century.  We wanted to create an authentic in-store experience that emotionally tied into Dayton’s local community. The FRCH team built a concept rooted in Dayton’s industrial and aviation heritage. Nods to Dayton are present throughout the store by use of reclaimed materials, blue print inspired illustrations, repurposed local objects and air force inspired emblems. The spaces even features a sculptural display of suspended bicycle wheels to accompany the contemporary industrial palette.

Capitalizing on brand expression, FRCH worked strategically to strike a delicate balance between Whole Foods’ global brand messaging—prominently displayed in every store—and site-specific messaging that highlights the individuality and personality of the Dayton region.