Vertex Awards 2019: SILVER WINNERS

Fresh Thyme Cereal

  • RETAILER: Fresh Thyme Farmers Market
  • COUNTRY: United States
  • CATEGORY: G3. Packaged Goods
  • AGENCY: The Creative Pack

CREDITS:

  • Creative Director: Danielle Beal
  • Designer: Heather Storie
  • Project Manager: Fern Serna

SUMMARY:
The process began with determining how to translate the existing Fresh Thyme design into a cereal range that engages with kids. To stay true to brand recognition, the Fresh Thyme’s farm horizon, their iconic tractor, a color-coded sky that coordinates with the bold product title, and fun handcrafted 2D illustrations were all kept on the packaging. Though each cereal preserves the Fresh Thyme basic design elements, each product displays its own spin inspired by the cereals’ characteristics. The whimsical illustration component of the design truly helps in making the brand unique and recognizable. Illustrating the cereals versus capturing them photographically really differentiates the line – a design choice executed by very few.

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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.