Role
Creative Direction
Project
Brand Identity / Motion Design / Marketing / Campaign
Agency
Independant
An apple a day keeps the doctor away… but sharing one makes you the apple of someone’s eye. 🍎
This fictional campaign concept for Whole Foods celebrates healthy eating and the joy of connection, turning a simple act of sharing into a moment that brightens someone’s day and spreads kindness.
THE PROBLEM
Healthy Food. Unhealthy Habits.
People know they should eat better, but inspiration doesn’t always stick. Healthy eating often feels routine, individual, and disconnected from the joy it’s meant to bring. The challenge wasn’t getting people to recognize the benefits of eating fresh, it was helping them feel emotionally connected to it. Whole Foods needed a way to make healthy living feel human again, something simple, heartfelt, and shareable.
Grown from goodness, shared with love, not just a bite, but a bond.
THE CONCEPT
Apple of My Eye
The “Apple of My Eye” campaign offers a simple solution to promote healthier choices and meaningful connection. By encouraging people to gift an apple, whether to someone they love or a stranger. It turns a small act into a reminder that wellness starts with simple gestures. Sharing an apple inspires better eating habits and creates a ripple of positivity, both in person and online through #Appleofmyeye.
THE PROCESS
Design Process
I wanted the look and feel to be warm, homey, and organic, with a scrapbook-like charm that feels approachable and authentic. My design process focused on creating visuals that could exist naturally in everyday settings while still telling a cohesive story.
To bring this vision to life, I designed grocery bags, clothing patches, coupons, and in-store posters, each piece reflecting the campaign’s simple, wholesome aesthetic. By seeing the designs in context applied to products and the store environment, I could ensure that the concept resonated in the real world, communicating the idea of gifting an apple as a small, meaningful way to inspire wellness and connection.
SOCIAL
The Concept
For this social media concept, I wanted the visuals to feel warm, organic, and instantly nostalgic, something that captures the charm of real apples, real people, and small acts of kindness. I leaned into a cozy, scrapbook-inspired style that feels handmade and heartfelt, just like the message behind the campaign.
I focused on creating imagery that would feel native to a feed: bold typography, playful apple icons, and real orchard photography that grounds the concept in nature. By placing the design in context, like how Whole Foods might share it, I was able to build a post that feels authentic, shareable, and true to the brand’s wholesome identity.
The goal was simple: make kindness feel easy, relatable, and worth passing along. 🍏
RETROSPECTIVE
What I Learned
01 - Building an Emotional Narrative through Design
I learned how to tie visuals, tone, and messaging together to create a story about kindness and connection, not just a pretty graphic.
02- Designing for Real-World and Digital Contexts
I gained experience creating visuals that feel natural both in-store and on social media. I focused on maintaining consistency across photography, typography, and colour choices.
03 - Growing Ideas into Full Experiences
I took a small concept and expanded it into a full visual system, including textures, icons, and messaging that felt cohesive and authentic.