Since 2015 rapidly growing Midwestern natural and organic grocer Fresh Thyme Farmers Market has introduced more than 400 private brand products taking the program from 1stsku to 400 in record time. Their mission is to improve the way their communities eat by offering fresh, healthy food at refreshingly low prices. The up-and-coming natural food marketplace aims to ‘nourish your body, without emptying your pockets.’ In doing so, Fresh Thyme has successfully combined the spirit and values of a local farmer’s market with the convenience and abundance of a neighborhood grocer. This is the first retailer of its kind in the Midwest, with 41+ store locations in 10 states and growing.
Los Angeles, California-based agency The Creative Pack teamed up with Fresh Thyme to design a private brand that reinforces it’s core values: honesty, superior value, straight talk, and shopping ease. Fresh Thyme private brand program emphasizes clean ingredients and locally sourced products, sourcing from Midwest suppliers as often as possible. It offers everyday staples such as Canned Tomatoes and Cooking Oil to innovative items like Italian-imported Gelato and Cookie Butter Spread. A program of this scale and stature requires a clear set of objectives:
- To create an impactful, easy to shop design that maintains a natural, organic stance
- To communicate the brand’s high food quality standards on pack
- To emulate Fresh Thyme’s fun and inviting brand voice
- To compliment their existing farm fresh design aesthetic used in-store and online
The project was very focused, which allowed the team to hone in on the best possible solution for the Fresh Thyme private brand. The process involved incorporating a few existing design elements from the Fresh Thyme marketing guidelines – the Fresh Thyme logo, the iconic tractor, and an earthy color palette.
The winning design solution began by creating a solid infrastructure, defined key design elements: an eye-catching ‘farm horizon’ that features a silhouette of Fresh Thyme’s iconic tractor, a bold legible product title that coordinates with the color-coded sky, a quirky handcrafted product illustration, and clear messaging that communicates the product’s clean ingredient content. This design is formulaic in process, but has the creative depth to extend across multiple categories. Currently, The Fresh Thyme private brand program is present in Grocery, Fresh, Non-Food, and Beer & Wine categories.
The success of Fresh Thyme’s private brand has quickly come full circle. In 2016, the design has gained recognition and awards by design industry leaders such as the Vertex Awards and GDUSA graphic design and health & wellness award for it’s innovation and excellence in private label branding.