This just in! Communication Arts posted a great article on Whole Foods changing up their signage and packaging design specifically to cater to the Brooklyn neighborhood. I love seeing these little changes just to cater to different audiences.
New York design firm, Mucca, worked with Whole Foods to make this new design language instead of the usual organic tone. What I love is the play with typography; very straight fonts, bold but not too overwhelming and some feet. It's noted in the article that the design had to be easy to transition depending on the packaging! Too cool!