Rebranding breathes new life into eco-health pantry Wholesome

Australia – Wholesome, the online eco-health pantry committed to providing nourishing and planet-friendly products for everyone, has undergone a comprehensive rebranding led by Australia-based design studio Universal Favourite. Focused on mirroring the innovation of its direct-to-consumer (DTC) offerings, the brand overhaul aims to uphold the high visual standards of the products that Wholesome stocks.

Fundamentally, the brand embodies the belief that doing the right thing shouldn’t come at an extra cost, which is why its curated selection of top-tier, eco-health products are sold at wholesale prices. This fosters a community that contributes positively to individuals, society and the planet, values that the design studio highlights through its visual storytelling and its straightforward, purposeful tone of voice. Through the rebranding, Wholesome aims to establish itself at the forefront of Food Delivery Futures.

Amid the surge in online grocery services during the pandemic, Wholesome addresses the overwhelming range of choices and challenges of health and sustainability with a pioneering concept – eco-health. Universal Favourite stretched this concept to create the idea of The Wholesome Movement that could unite people to make better choices collectively. The rebranding features a visually engaging and educational approach, incorporating hand-drawn illustrations to communicate warmth and the brand’s core values effectively, implementing strategies we reveal in Vibrant Veganism.