As part of the 900+ SKU private brand program, Fresh Thyme asked agency The Creative Pack to create a design for a new range of body care products. This Vertex Gold Award winning line is made from plant-based ingredients and follows the same ‘free from’ artificial ingredient policy as their food products. The new non-food range includes shampoo, conditioner, body wash, body lotion, hand soap and lip balm, in a variety of enticing scents and flavors.

As part of the design challenge Fresh Thyme set three objectives for the project:

  • Design a category based design derivative that is cohesive with the existing Fresh Thyme design system
  • Develop a system to differentiate scents, flavors, and product type
  • Create design elements that resonate within the health & beauty category

The design breaks away from the current Fresh Thyme branding in a few different ways. One major shift is the evolution of the Fresh Thyme logo. The logo was adapted to fit a more sophisticated design. First, it was simplified to one color – black. Next, the border was dropped, leaving just the Fresh Thyme Farmers Market text. Finally, the iconic tractor was replaced with a category relevant leaf illustration to communicate the use of plant-based ingredients.

A vibrant color scheme and a new elegant typeface were introduced to help differentiate the many scents and flavors. Scents include Honey Almond, Coconut Lemongrass, Cucumber Basil, Lavender Meadow, and Peppermint Vitality. Lip balm flavors include Honey, Coconut Lime, Blackberry, Lemon Vanilla, and Mint Vanilla. To offset the colorful packaging, a white text box with black trim sits centered on the front of the pack. The shape of the text box changes per product type to increase shop-ability. Behind the text box sits a plant or floral illustration that corresponds with the product’s ingredients. Each illustrative motif is designed to symmetrically frame each text box. Together these elements create a clear focal point around the product title.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.