Midwestern grocer Fresh Thyme has introduced an extension of its successful line of body care products to its fast-growing private brand. Los Angelo’s based branding Agency The Creative Pack created the extension of their Vertex Award-winning Fresh Thyme private brand design.

The process began prior to the development of the essential oils range when the Fresh Thyme Body Care was created. It was then that a new design was determined. The main objective being – how to translate the existing Fresh Thyme design into a body care range. “What design components should remain the same and what should be changed or added to enhance this line?” In 2016, a range was successfully created that merchandises well on shelf and lends itself to the health & beauty category, all while keeping the essence of the Fresh Thyme brand intact. This same design, slightly simplified, is applied to the essential oils range.

The sub-brand created breaks away from the current Fresh Thyme branding in a few different ways. One major design shift is the development of the Fresh Thyme logo. The logo was altered to fit a more sophisticated design. It was simplified to one color – black. The border was dropped, leaving just the Fresh Thyme Farmers Market text. The iconic tractor was also replaced with a leaf illustration to communicate the use of plant-based ingredients as well as its beauty and/or body care purpose. 

New elegant typefaces are introduced to help differentiate the many scents and flavors. While in the body care range the type of product was highlighted (in the standard Fresh Thyme font), for the essential oils range, the scent is the focus. In the newly added cursive font is the oils’ ingredients (very similar to the scent name), and in a clean san serif is the scents’ main quality is called out – calming, energizing, refreshing, etc. Everything (excluding the ‘100% Pure Essential Oil’), including the logo, sits in a white text box with black trim that is centered on the pack. 

The white and black rectangular box is a great offset to the bright solid color background. Each of the 20 skus has a unique color that corresponds with the ingredient, scent, or quality of the essential oil. This is the largest amount of colors used in one range for Fresh Thyme. This is also the highlight of the range. The rainbow color palate makes this line eye-catching on shelf. 

This Fresh Thyme’s sub-brand is like the sophisticated older sister of the non-food category. The design is reminiscent of Fresh Thyme’s core private brand design, with a similar structure and strength, but a personality all it’s own. The design is bold, feminine, gentle, honest, and refreshing. The award-winning design creates the emotion a brand needs to connect with consumers and the longevity to stay relevant in a world full of shifting trends.

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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.