Fresh Thyme Farmers Market approached The Creative Pack to create a new premium private brand range. The design needed to feature a new look for the brand, completely separate from their natural range, yet still maintain the essence of Fresh Thyme. The goal was to create a sophisticated and elegant design that reflected the high-quality product inside. The Creative Pack wanted to create a design worthy of being left out on someone’s shelf to showcase.

The result is a bright, clean look that stands out on shelf and has its own distinct personality amongst the Fresh Thyme private brand products.

Its minimal, clean design defines Fresh Thyme Market Reserve. The line uses a cream-colored background, single size and typographic weight treatment, color-coded tag, and metallic silver details. The color palette is contemporary and slightly earthy to compliment Fresh Thyme’s farm-fresh feel. By featuring a colored tag, this quickly identifies different flavors within the range.

A silver stamp to the right of the title highlights a key feature that makes this product premium. Metallic dotted lines break up information on the pack for easy organization of information. Overall the silver foiling elevates the packaging through a subtle color shift from the cream background. The reflective details provide extra texture and pop to the packaging.

Romantic descriptors of the product, placed underneath the title, highlight the high-quality ingredients in the product, followed by the products free-from callouts. The descriptor is set in all lower case, juxtaposing the title in uppercase letters.

With the opportunity for further growth in other categories, Fresh Thyme Market Reserve has already been a significant success for the grocery store. The range is in the top 50 of all private brand, with the pasta sauce ranking in the 5th percentile for the best pasta sauces in the US out of 200 other candidates. On top of having high-quality products, the range has won multiple design awards included a Vertex Gold Award. This range is a classic product line with a refreshing perspective, drawing in customers looking for an approachable, high-end brand. 

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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.