Fresh Thyme Playfully Jumps Into Cereal

Midwestern natural and organic grocer Fresh Thyme has introduced a Non-GMO natural and organic range of 8 kids & adults cereal. The packaging designed by California based agency The Creative Pack features a bold sometimes playful graphic style while maintaining the overall Fresh Thyme brand.

To maintain brand recognition the designs include Fresh Thymes farm horizon, tractor, a sky that color coordinates with the product name, and fun handcrafted 2D illustrations. These elements distinguish Fresh Thyme’s private brand from other brands on the shelf. Though each product maintains these basic design elements, each flavor is given its own spin inspired by the products’ characteristics. Each box has an exclusive graphic that caters to cereal ingredients, name, and demographics.

For the child-focused products, the packs are fun and age-appropriate characters designed to peek imaginations with characters ranging from Peanut Monsters to Rainbow Unicorns. While adults may too find themselves buying the boxes with enchanting creatures and furry friends, the oversized spoon illustration was created with adults in mind. Large in size, this graphic catches their eyes and pockets with the dynamic and interactive elements such as the milk splatters, buzzing bees, and off-centered text.

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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.