Hole Foods began as a small just-for-fun branding project for one of Appfire's quarterly board meetings. The meeting was held in Austin, Texas where the Whole Foods headquarters is located, so one of the founders came up with the idea to create a parody food company called Hole Foods; a snack company that sells foods with holes in them. While this initial project was much smaller in scale, I opted to revisit it several years later and expand upon it as a fun branding exercise.