Vertex Awards 2019: GOLD WINNERS

Fresh Thyme Premium

  • RETAILER: Fresh Thyme Farmers Market
  • COUNTRY: United States
  • CATEGORY: B1. New Brand
  • AGENCY: The Creative Pack

CREDITS:

  • Creative Director: Danielle Beal
  • Designer: Emma Tung
  • Project Manager: Fern Serna

SUMMARY:
This premium range needed to feature a new look for the brand, completely separate from their natural range, yet still maintains the essence of Fresh Thyme. The design had to be sophisticated, look expensive, and reflect the high-quality product inside. Under the private label name, Market Reserve, Fresh Thyme’s Premium Range is defined by its minimalistic, clean design. It’s characterized by its cream colored background, one size one weight title treatment, color-coded tag and metallic silver details. The color palette is contemporary and slightly earthy to compliment Fresh Thyme’s farm fresh feel. The colored tag easily identifies different flavors within the range.

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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.