Fresh Thyme Farmers Market worked with California-based agency The Creative Pack to create Vertex Award-winning design for the new plant-based household cleaning products private brand range.

Objectives for Project:

  • To design a sub-brand for household cleaning products that is cohesive within the existing Fresh Thyme design
  • To determine new color coding system to differentiate products
  • To develop custom ingredient illustrations to identify scents

The process began with determining how to translate the Fresh Thyme design into a line of cleaning products. We asked ourselves, “What design components should remain the same and what should be changed or added?” We successfully created a line that stands out on shelves while still maintaining the essence of Fresh Thyme’s current branding. The new design resonates more closely with the ingredients and functions of the products.

An easy cue for consumers to view this as a brand extension is altering the color system. Instead of the standard bold brown farm horizon and vibrant colored-changing skyline, a lighter brighter palette is implemented to resonate the function of the products. A light yellow-green farm horizon and white skyline are used across all products and ranges. A hand-drawn leaf pattern silhouette is added to the skyline as an extra design element and really emphasizes these products as plant-based. The word “Plant-Based” is also added in white to all titles in the standard Fresh Thyme font. Since a white skyline is maintained across all products a new color system had to be created. A single colored band is placed behind scent illustrations and titles to separate products within the range.

The design lends itself to its natural ingredients and cleaning functions. The design is softer and prettier then most cleaners that often lean more clinical and bold (for an “intense” clean). This range consumers would want to leave out above their washing machines.



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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.