Wholesome rebrand

Born from the belief that nourishing, high quality, planet-friendly products should be available to everyone, Wholesome is the online eco-health pantry and membership that makes a difference at every step. They tasked Universal Favourite with an end-to-end brand overhaul that would reflect the innovation of their DTC offering, looking, feeling and sounding as good as the brands and products they stock.

The logo is set in Gooper, a typeface that embodies the communal spirit of its heritage (the ever-ubiquitous, retro Cooper) while bringing its own goopy, playful flair. Slight customisations were made to the w allowing it to tuck neatly under the h ascender and also to shine as a standalone icon. With its soft edges and winding curves, the mark is distinctively warm and inviting.

The typography intertwines practicality and expression. Gooper SemiCondensed is disarmingly personable with just enough charm for headers and large-scale use. Maison Neue takes out the role of best supporting typeface, providing a clean but friendly sans serif that’s ideal for smaller pops of copy. And then there’s Kale Sans Mono – the informative, matter-of-fact, typewriter-esque workhorse. Together they make for a type system that’s as rich in quality and variety as the brand they represent.