Playful, Vibrant Baby From Thrive Market

Online natural and organic retailer Thrive Market recently embarked on the task of extending their private brand into a new segment – a line of baby products that included 6 different diaper sizes and a package of diaper wipes.

The task was to develop a design which was playful, vibrant, and not gender specific, and which still full expressed the ethos of the Thrive Market brand. Designers at the retailer chose to focus on an illustration forward design. Creating a wild-animal theme for the diapers, and an undersea motif for the diaper wipes.

For the diapers, the designer Semira Chadorchi chose to use the bare kraft paper material of the diaper box to communicate a natural feeling since the diapers are free of harsh chemicals and materials. This design was then extended to different box sizes. In addition to the outer box, the team also created the diaper loop (waistband), utilizing the same wild animal illustrations from the outer box, but applied fills to the animal illustrations in muted colors. The illustrations were also extended to the bags that the diapers are bundled in to help communicate the diaper size if the consumer were to unpack the diaper bundles and throw the box away.

For the baby wipes, the team developed an undersea scene in the same style and color palette as the diapers. The product details are effectively communicated in a playful typeface.

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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.