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Faisal Anabah Jodienne Ball Lucinda Bennin Charles Hamilton Dwayene Murungah 5 This report is aimed at deconstructing the brand Whole Foods. It provides an overview of the brand from its origins as a health food store, to its present position as the world’s largest retailer of natural and organic foods, and the potential future endeavours of the brand. This will be considered with regards to the contextual issues that will inuence Whole Foods in the future, the focus being on Cocooning as an emerging sub-trend of Urbanisation and Well-being. An exploration of possible remedies to tackle this rising epidemic will be looked at with the purpose of implementing the brand’s core values and visual identity to form conceptual solutions. ABSTRACT
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