An Organic approach to graphics

Thursday 12th July 2012

BAF Graphics has recently completed the outfitting of Whole Foods Market London for its brand new 18,000 sq ft shop on Glasshouse Street.

Whole Foods Market Piccadilly Circus is a cornucopia of different areas featuring all natural and organic products spanning freshly baked produce to a huge assortment of British and European cheeses, charcuterie, antipasti, wines and beer; a daily hot bar featuring Greens, Grains and Beans, and a Juice Bar, amongst others. In addition, the store has a Health and Beauty department devoted to natural skincare and supplements filled with a variety of exclusive, high performance skincare ranges as well as having treatment rooms available on site.

In order to appealingly illustrate the different areas of the store, Whole Foods was looking for a partner who could produce and manage the installation of all interior branding and signage using many different eco-friendly materials and methods of print. The aim was to produce results in line with the company’s organic ethos, and aligning with the natural goodness of the products.

BAF produced around 500 pieces of graphic material ranging in size from a few centimetres up to over 3 metres, mainly using Dufaylite, an unfinished honey-combed centred card board which can be printed onto directly using the company’s high quality flatbed printer.  

Using its expertise in interior decoration resulted in a variety of appropriate materials being used in different areas of the shop: in order to achieve the greatest impact, combined with the durability needed for a hands-on visitor experience, BAF recommended printing a number of large aluminium signs which resulted in an 'aged' effect. In addition, the use of a product which could be printed and then heated into exposed brick work and onto metal freezer doors helped provide the end result that Whole Foods was after.