WFM Type + illo Exploration

Exploring introducing secondary typefaces to Whole Foods' branding. Our main typeface is Circular. Papelli sentence-case pairs really well with it. It's curvy and soft but still structured. Authenia mimics the loose, expressive hand-done quality of the ink illustrations.

This flexible type solution needs to work across many different scenarios from price-point sale messaging to blog articles and quality standard badges. Lots more work to be done.