EPCF & WHOLE FOODS MARKET PARTNERSHIP

EPCF is thrilled to announce that Whole Foods Market will be joining us this Spring Fair! With a tent outside on Effie Street near the main entrance, the Whole Foods creative team will offer custom wrapping to bring a little more creativity and decor to your gift giving.

Whole Foods Market is intimately tied to the neighborhood and larger community that they serve and in which we live.  Their mission is to nourish not just locally, but globally and to remain stewards of our planet. They are not only passionate about healthy food, but passionate about a healthy Earth. We at EPCF feel they are a perfect addition to EPCF, as the underlying values and connection to community of WFM are so aligned with our own.

For a small donation, the folks at WFM will wrap your new treasures in their 100% post-consumer recycled gift wrap. Their Lemon Label paper line is printed in southern California with vegetable-based ink, and all proceeds will go to People Assisting The Homeless (PATH), a local non-profit organization working to end homelessness in Los Angeles. For more information on PATH, you can check out their website www.epath.org

We spoke to Whole Foods Market Creative Director Audrey Oswald about designing the gift wrap line.
 

 
Describe the path that led you to the work you do now. Did you take any big risks to get where you are?
It’s difficult to find a line of gift wrap, tags and stationery made from environmentally responsible materials that is also beautiful, fun and relevant within the design world. In my position as Creative Director of Whole Foods Market, I decided to create one!

It became my mission and commitment to source materials made from the most environmentally sound materials. It was a bit of a risk to invest this level of time, research and funds into pushing the existing industry standards of producing paper goods but it was a desire and a passion to produce a line that we could be proud of and stand behind!

Our wrap, cards and gift tags are all made from 100% post-consumer waste material. Our kraft gift wrap is printed on paper made from recycled coffee bean bags that would otherwise be thrown in landfills. We use plant-based cellophane to package our cards and gift tags and use labels made from 80% recycled stone for the entire line.
 
What do you do, or where do you go to seek fresh ideas or renewed creative energy?
I have found inspiration comes as a result of hard work and intense focus. Beautiful spaces, cafes, general stores and small, intentionally designed shops – these are the places where I seek and find inspiration. Being in nature helps me clear the mental chatter and chaos, making space for innovation and ideas to process and then mold into reality. Rarely does it happen quickly, but I’ve grown to count on my process delivering.

I’ve also found it so beneficial to feed my creativity through practicing a craft or crafts that are completely unrelated to traditional graphic design. Crocheting, knitting, weaving, making candles, sketching, embroidering – it all feeds my soul and allows my creativity to evolve and grow. The more diverse my creative practice, the stronger my design work becomes.
 

 
What do you hope to share with those who purchase your art and bring it intimately into their lives?
At Whole Foods Market, we hope to provide a vehicle for spreading joy with others – whether through sharing great food, great design or sustainable everyday solutions, especially when they offer   peace of mind and confidence in a line developed with the best interest of our environment in mind.

Website: wholefoodsmarket.com

Instagram: @wholefoods



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