Community Highlights: Meet Nancy Frame of Nancy Frame Design

Today we’d like to introduce you to Nancy Frame

Hi Nancy, we’d love for you to start by introducing yourself.
Tucked away in her sun-filled studio, Nancy Frame’s eyes light up as she describes the moment she first saw her designs on Whole Foods Market’s shelves. As the creative force behind the iconic 365 brand packaging, Nancy and her partner Bob Frame transformed how we experience natural and organic products – one thoughtfully crafted design at a time.

“Package design is the silent salesman,” Nancy shares. “It’s that first hello between a brand and its customer.” This philosophy has guided Nancy Frame Design since 1987, where their woman-owned firm has become the secret ingredient behind numerous beloved better-for-you brands.

Before launching her own firm, Nancy honed her craft in the bustling New York design scene, creating visual stories for industry giants like General Foods and Chiquita Brands. But it was the emerging natural foods movement that truly captured her heart. When Whole Foods Market, then a modest 13-store chain, approached her to design their first private label brand, magic happened. Over the next decade, Nancy Frame Design helped shape the visual identity of Whole Foods Market as it blossomed into a natural foods empire.

Today, Nancy and Bob’s creative touch extends far beyond those early days. Their studio has become a nurturing ground for natural and organic brands looking to make their mark. From HEB supermarkets to Earth Fare and Applegate Farms, they’ve helped countless companies translate their vision into vibrant, shelf-ready reality.

“What makes our hearts soar is seeing our clients’ dreams come to life,” Nancy reflects,”Every package we design is an opportunity to help a business grow and connect with people who share their values.”

This personal, nurturing approach to design has become Nancy Frame Design’s hallmark. In a world of mass production, they remain dedicated to crafting authentic brand experiences that resonate with health-conscious consumers. It’s this blend of artistic vision and genuine care that continues to make them the go-to designers for brands aiming to make the world a little healthier – and more beautiful – one package at a time.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
When you’re running a design firm as a woman entrepreneur, you’re often navigating a unique set of challenges that blend the universal hurdles of small business ownership with gender-specific dynamics. The subtle need to repeatedly prove your expertise in ways your male counterparts rarely face.

Pricing presents its own complexity. Many women studio owners report feeling pressure to undervalue their services, especially when starting out. There’s often an unspoken expectation to offer discounts or take on extra work to prove themselves worthy of the project – a challenge that can impact profitability and growth.

Building a strong network can be another hurdle. Traditional business networking spaces haven’t always been welcoming to women, and breaking into established industry circles takes extra persistence. While this is changing with more women-focused professional groups and mentorship programs, it’s still a work in progress.

Then there’s the balance of it all – running a creative business while often carrying a disproportionate share of family responsibilities. Many women design firm owners find themselves managing client deadlines, team development, and business growth while also being the primary family caregiver.

But interestingly: these very challenges have led many women-owned design firms to develop innovative approaches to business. They’re creating more flexible work environments, building collaborative rather than competitive team cultures, and developing deep, authentic client relationships that lead to long-term partnerships.

The landscape is evolving, with more women supporting each other through formal and informal networks, sharing resources, and celebrating each other’s successes. While challenges remain, women design firm owners are reshaping the industry, proving that different approaches to leadership and creativity can lead to remarkable success.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At Nancy Frame Design, we transform health-conscious brands into visual storytellers. Since 1987, we’ve specialized in brand identity and package design for the better-for-you and natural products industry, with a particular focus on for making healthy living brands resonate with consumers.

We’re perhaps best known for creating the original brand identity and packaging system for Whole Foods Market’s 365 private brand, helping shape their visual story as they grew from 13 stores to a natural foods empire. This deep understanding of the natural products space, combined with our experience working with industry leaders like Applegate Farms, Earth Fare, and HEB supermarkets, gives us unique insight into what motivates health-conscious consumers.

What sets us apart is our ability to blend strategic thinking with authentic design that builds genuine connections. We don’t just create beautiful packaging – we craft brand experiences that drive loyalty and growth. As a woman-owned firm, we bring a nurturing yet results-driven approach to every project, ensuring each design not only catches the eye but also captures hearts.

When we look back at our proudest achievements, creating the foundational design system for Whole Foods Market’s 365 brand stands out – not just for its scale, but for how it helped democratize natural and organic products. We designed over a thousand SKUs that made better-for-you products more approachable and accessible to everyday consumers, contributing to a broader shift in how people think about healthy living.

What matters most to you? Why?
At Nancy Frame Design, what matters most is bringing our clients’ visions to life through packaging that truly connects with their customers. Whether we’re working with established natural food leaders or emerging better-for-you brands, we believe every product deserves packaging that tells its unique story and captures attention on increasingly crowded shelves.

We take pride in working with businesses of all sizes, from ambitious startups with their first product line to established brands looking to refresh their identity. Our passion lies in creating designs that not only look beautiful but work hard to build brand loyalty and drive growth. We understand that package design is often a brand’s most powerful marketing tool – it’s that crucial first moment of connection between a product and its potential customer.

What truly makes our hearts soar is seeing our clients succeed. We’ve watched small brands grow into category leaders and helped established companies reinvent themselves for new generations of conscious consumers. By blending strategic thinking with creative excellence, we create packaging that doesn’t just sit on the shelf – it reaches out and starts a conversation with shoppers.

This commitment to authentic design and genuine relationships has been our foundation since 1987, and it remains at the heart of everything we do today. Whether you’re launching your first product or managing a portfolio of hundreds, we bring the same dedication, expertise, and creative energy to helping your brand stand out and succeed in the marketplace.

Contact Info:

• Website: https://www.nancyframedesign.com/
• LinkedIn: https://www.linkedin.com/in/nancyframe/