Whole Foods Market | Avalon
Atlanta may seem the heart of the South, but more than nearly any other Southern city it is also a fast-paced cosmopolitan hub. As one of its suburbs, Alpharetta has its own history and plenty of open space, but with most of its residents commuting downtown, it straddles a unique line between historic Southern spirit and bustling modern business. We got a taste of this dichotomy by spending some time with the client in Alpharetta, visiting local shops and restaurants, and soaking in the essence of the place. Filled with young families, many of them transplants, it’s charming and friendly while sitting on the leading edge of a southern city’s reinvention.
Our design solution takes a very modern approach while keeping within the natural Whole Foods brand. We focused on bold colors as well as clean geometric forms and details. We balanced the rustic with the sleek by mixing in some raw, textural materials and connections. Cotton rope, a nod to the historic cotton economy, is used throughout to create texture and pattern as it weaves through simple modern shapes. A mix of hand-written and geometric typefaces reflect both casual warmth and modernity to create an eclectic and friendly informal space. We also designed the children’s play area with a neutral palette that encourages imagination, and gives kids the opportunity to play act from farm to market.