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Chloe Castelli

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 3
Faculty:
Gerardo Herrera
Term:
2024 Fall

Sprouts Farmers Market

Sprouts Farmers Market is committed to improving the health enthusiast lifestyle and the local community through local, curated brand products. This rebrand addresses a fragmented and outdated visual identity and the redesign positions Sprouts as a welcoming, distinct, and community-driven destination for health-conscious shoppers.

Process:
The Problem: Sprouts' current brand identity came across as fragmented, outdated, and failed to emphasize what sets them apart from competing organic grocers. Through my research, I discovered that new or potential customers were turned off by their generic messaging and uninviting atmosphere.
Learning Outcomes:
The Opportunity: The goal of this rebrand was to rejuvenate the legacy of this grocer, position it as a health-conscious option for consumers, and create an engaging system of visuals and messaging to communicate the unique products and services they offer clearly. This brand refresh proudly embodies everything Sprouts stands for, celebrating its vibrant spirit and commitment to healthy living.
Project Website:
https://chloecastelli.design/worksprouts/
Tags:
Branding,
Packaging,
Research-Based Design
An iconic heritage revived and redrawn.
In order to preserve the heritage and approachability of Sprouts Farmers Market, I reinforced its position as a community-oriented, caring, trustworthy grocer by creating a hand-drawn monoline logo to preserve an approachable look and feel, while maintaining the friendly and enthusiastic demeanor of Sprouts.
Sprouts' commitment to wholesome, honest food inspired a typographic direction that feels personable and genuine. As a result, I created a hand-written typeface that reflects the tactile, human quality of fresh produce and farming, grounding the brand in trust and approachability.
Scanned produce forms the foundation of a transparent, colorful identity system that celebrates Sprouts' vibrant spirit. I drew from an organic risograph aesthetic to cultivate authenticity while engaging a health-enthusiast audience. I designed the system to scale fluidly across signage, motion, print, and social; balancing energy and movement at every touchpoint.
The process of how literal Sprouts produce became the media and vibrant identity system for the rebrand.
This animation captures Sprouts newfound health enthusiast attitude and brand identity of celebrating healthy living.
The end cap offers an interactive display of local samples and recipe cards; with an illuminated sign reflecting Sprouts’ vibrant energy!