Whole Foods
A B2B program, FullSpoon serves to bring the common-sense, food-focused approach of Whole Foods Market’s healthy lifestyle programs to Bay Area companies.

WF’s thriving internal culture of health and wellness positions them to support companies engage their employees through the innovative approach of on-site nutritional training and education.

“They have a keen ability to get to the heart of an intention and capture the essence of a brand. Steve and his team are a sincere pleasure to work with.”

Caesare Assad, Program Director | Whole Foods
FullSpoon supports employee wellness at home, at work, and everywhere else by focusing on three main components: biometric-based healthy eating, on-site education, and high-touch technology


  • Naming
  • Brand Identity
  • Brand Identity Guidelines
  • Website
  • Marketing Collateral
  • Vehicle Wrap

Americans spend approximately half of their waking hours at work. 22 Employers have an opportunity to not only positively affect their bottom line, but also improve the health and happiness of their employees. In a survey of more than 500 U.S. companies, keeping employees healthy was (for the first time) named as one of their top business and workforce issues in the coming year.

Having worked at Apple and eBay, Steve Barretto was no stranger to the Bay Area’s corporate culture. When Whole Foods sought to engage Barretto-Co. for a B2B nutritional on-site training program we bit wholeheartedly.

With a deep dive into the distinct visual vernacular of the brand, we developed a hand drawn palette of components that could be mixed and matched for any application.

[Derek please insert FPO, I’ll fill in later] in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Recent Works

Duty. Honor. Beer.

Russian Homestyle Goodness

Tradeshow Design

Brand Communications

Brands by B-Co.

20 Years of Crafting Logos