SPIRIT VEGETABLE: ARTICHOKE
MOOD: TURN OF THE CENTURY, WARM MUTED COLORS
VISUAL DIRECTION: VICTORIAN, ARTS AND CRAFTS
Morristown, incorporated in 1865, is surrounded by historic architecture rooted in Victorian and Arts and Crafts aesthetics. Gustav Stickley, a highly influential Arts and Crafts designer, built his landmark home, Craftsman Farms, in Morris County.
The commitment to craft and materials so characteristic of this movement connects well with the Whole Foods Market mission. For the store opening campaign, I drew inspiration from the iconic and exquisitely drawn flora and fauna wallpaper patterns by designers and artists of this period.
A simplified take on the wallpaper embellishments of William Morris, infused with an approachable hand-drawn feel. To suggest an opening, the artichoke motif is depicted in bloom with distinctive purple flowers.
Designed by Joy Gallagher.
Inspired by the geometric patterns of the Secession designer and artist Koloman Moser. Designed by Lauren Olivieri.
Includes rationale, specifications, and guidelines for the use of color, fonts, typography, social media, and a variety of illustrations and graphic elements.
