Macro Wholefoods is a sub-brand of Woolworths focussing on nutritious, healthy food produced ethically and organically. As well as retailing within Woolworths stores, Macro Wholefoods offer independent stores across Melbourne and Sydney.
Red Design Group channelled the companies’ healthy, organic principles when designing the stores, the result is a robust, modern brand that works well in different applications, and can be extended to store signage, in-store communication, and ticketing.
Earthy tones, recycled timber flooring and exposed beams create an intimate, warm ambience within the store while also evoking a rustic, market feel. The materials and colours are a reinterpretation of the organic and natural products being sold, and the design complements the market position of the brand.
Red Design Group designed Macro outlets: Richmond, Glen Waverley, Black Rock and Armadale in Melbourne, Crows Nest, Concord, Hornsby and Mona Vale in Sydney. The original Bondi Junction store was also refurbished.
The former Armadale Hotel was stripped in order for Red Design Group to design the space from the inside out, considering sight lines, access, and traffic flows. The food complex comprises a 700 m2 organic supermarket, a Macro Cafe, a Macro Naturopathy Consultation, a Macro Deli, and a Wellbeing Centre.
Our first challenge was to rejuvenate the 'alternative lifestyle' brand into a strong brand identity that could be rolled out nationally. Secondly, we had to design a functional, supermarket operation that did not look or feel like a stark, traditional supermarket.
Roy Tavenor, Managing Principal, Red Design Group.