Create a natural fit.
With specialty and natural grocery stores growing in leaps and bounds across the Southeast, Publix saw abundant opportunity in key markets. By curating organic, specialty and traditional grocery items along with prepared foods, they could leverage their natural, private label product brand, GreenWise, in unique neighborhood stores. Success rested on whether the new experience could seamlessly fit into shoppers’ lives.
Filling life with goodness.
We rooted the GreenWise Market customer journey in purpose—making life better with an inspiring selection of food and products of accessible quality and value. Focused on simple, smart and efficient solutions, GreenWise helps busy families and young professionals make better choices.
Our clean expression is punctuated with lively, unconventional illustrations and vibrant food photography, framed visually and verbally by a sophisticated yet playful tone. A clear navigation system, including modern naming and signage for in-store destinations, supports efficient shopping and fun discovery.
Food front and center.
Looking for transparency, inspiration and convenience, GreenWise shoppers believe food should make a bigger difference. So our design lets delicious, healthy food be the star. Materiality is neutral and textured, eliminating visual clutter and emphasizing the fresh choices on offer. All color within the store comes from the food itself, because good food is worth celebrating.