Fresh Thyme Farmer’s Market has introduced a new range of private brand designed by their longstanding Los Angeles based agency partner The Creative Pack. The line translates the retailers Vertex Award-winning brand design to the category with a few twists that increase its relevance.

The design solution blends the natural aesthetics of the Fresh Thyme private brand with premium design details to connect with modern pet owners.

The main feature of the design is the detailed dog portraits – one large and one small. The painterly illustrative style was inspired by the colorful food illustrations created for Fresh Thyme’s natural food products. Showing the dog’s expression adds character and emotion that resonates with any dog lover – a Jack Russell’s charming smile or a Vizsla’s soulful gaze, you choose.

The Fresh Thyme logo is incorporated as a silver dog tag that hangs from the collar. The silver metallic ink gives the dog tag logo an extra bit of sheen and tactile thoughtfulness.

A gray wooden texture in the background gives the packaging a premium rustic farm feel that aligns with Fresh Thyme’s original brand aesthetic. This gray tonal look allows for the vibrant dog illustrations and color blocking to really pop.

A rich color palette of primary colors is introduced, along with simple iconography to draw importance to crucial product features. For instance, all of Fresh Thyme’s dog treats are USDA Inspected, 100% Natural and Slow Roasted. Consumer trust is quickly reinforced by the use of a clear pack format that shows the actual product – because there’s nothing to hide!

Lastly, for a little extra on-pack personality, a clever name, like ‘The Champ’ brings it all together.

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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.