Practice

Positioning

Naming

Visual Identity

Packaging System

Walnut Street

If Walmart, the biggest retailer in the US, created an organic private label they would be able to bring higher quality offerings to an audience that normally wouldn't have access to these foods. Combined with sustainable packaging materials, Walnut Street's vision is to bring a kinder alternative for their audience and the planet.

Brand At-A-Glance

Logo

Color

Typography

Label Anatomy 

Sentimental Connection

Walmart first opened their doors in 1962 with the address of 719, West Walnut Street in Rogers, Arkansas. Instead of opting for a name that speaks of the organic nature of the food, the name taps into a nostalgic feeling providing Walnut Street with a more mature and trustworthy presence. 

Inspired by packaging of the 60's & 70's when Walmart's history was getting started, the brand utilizes a seal that pairs the custom W of the logotype and the organic callout to give their products a more hand-crafted perception. The debossing element elevates the look.

The materials used in this line are completely recyclable or biodegradable. Aluminum tins for dry goods, glass jars for spreads and marmalades can be reused at home or recycled residentially. For other goods in need of lighter packaging, bio-resin & wood pulp based “plastics" provide an easily compostable waste.

© Ana C Vazquez 2023