Wholesome: Delectable branding and a sweet new online store
Food & Beverage

Wholesome Sweeteners is the real deal. Since 2001, this value-driven food brand has been making healthy, close-to-nature sweets that the whole family can enjoy, which are organic, sustainable, and non-GMO.

Although their products were popular at stores from Target to Whole Foods, Wholesome was looking to lift consumer awareness across all three of their brands — Wholesome, Surf Sweets and Billingtons. They engaged BFM for a true digital transformation; it was time to revamp and consolidate the entire Wholesome brand.

The BFM and Wholesome teams collaborated closely, crafting a new digital brand for the company – one that shows a commitment to social responsibility, is playfully obsessed with quality, and (of course) is a bit sweet, too.

The Challenge

In an increasingly competitive market, Wholesome had a lot of boxes to check.

First and foremost, we had to craft a new brand that stood out among a slew of competitors, most of which were using similar vocabulary and vying for similar customers. That would take a carefully crafted visual identity and the messaging to carry it. If Wholesome wasn’t clear on exactly who it was, customers wouldn’t be either.

Wholesome also included a major development challenge: three websites were to become one. This new site had to display a wide collection of products in a way that was intuitive and on-brand — all while offering eCommerce functionality, which the existing site lacked entirely.

Wholesome digital properties

The Approach

Our team worked closely with the Wholesome team to chart out a plan and lay the foundation for real digital success across both brand and website.

Wholesome brand images

Starting Strategic

Building a brand starts with real brand insights. To create a new identity for Wholesome, we employed robust marketing and branding strategies that dug into Wholesome’s business, including their audience personas, brand concepts and story, strategic direction, and more. This laid the foundation for the rest of our efforts.

Branding Better

We knew that Wholesome were advocates for real – real food, real people, and real loving moments. Wholesome products were a reminder that choosing real was always a choice well made.

This sentiment acted as our north star throughout our branding efforts, best crystalized in the new tagline we created for the brand: “Mindfully Delicious.”

Wholesome products
Wholesome Website Header

Always Thinking Human

At BFM, we’re always people-first. Not only did we redesign Wholesome’s website to be more user-friendly, we also leveraged elements like full-width header images to showcase the real human moments that underpinned the new Wholesome brand. The result is an experience that feels more bold, more human, and never stuffy – better reflecting what Wholesome was all about.

Responsive for Life

A lifestyle brand should work with a modern lifestyle, and in our day and age that means being compatible across all devices. Our team developed a fully responsive website for Wholesome, ensuring that their users could always access the website, whether it was from a laptop, tablet, or phone.

Wholesome Website Design


The Wholesome brand today is brighter, stronger, and better expresses the values that drive this mission-centered company. With updated branding that’s seen everywhere from the product pages to packaging, and a site with the tools expected from a modern business, Wholesome is primed for future success.

Wholesome Brand and Digital Website Properties