Design: The Creative Pack
Creative Director: Danielle Beal
Designer: Heather Storie
Project Type: Produced, Commercial Work
Client: Fresh Thyme Farmers Market
Location: Manhattan Beach, CA
Packaging Contents: Cereal
Packaging Substrate / Materials: Cardboard

The Project
As part of the 1000+ SKU private label program, Fresh Thyme asked us to create a design for a new range of 8 cereals. This staple product is Non-GMO made in both the natural and organic range for kids & adults.

To set Fresh Thyme cereal apart from branded competitors, we designed the boxes with a bold graphic style while maintaining the Fresh Thyme look. Never done before, the unique characters and bold illustrations set Thyme Fresh cereal apart on the shelf.

The Process
The process began with determining how to translate the existing Fresh Thyme design into a cereal range that engages with kids & adults. We asked ourselves: “What design components should remain the same and what should be changed or added to enhance this line?” In 2018, we were able to successfully create a range with bold illustrations that merchandise well on shelf and maintain the Fresh Thyme brand.

To maintain brand recognition we included Fresh Thymes farm horizon, their iconic tractor, a color-coded sky that coordinates with a bold product title, and fun handcrafted 2D illustrations. These bold elements distinguish Fresh Thyme’s line from other brands on the shelf. The line truly has a unique identity unlike any other private label.

Though each product maintains these basic design elements, each product is given its own spin inspired by the products’ characteristics. Our aim was to capture the nature of the product and excite Fresh Thyme consumers, creating products that really sell. The bold illustration component of the design truly helps in making the brand unique and recognizable.

Each box has its own exclusive graphic that caters to cereal ingredients, name and demographics. To attract Fresh Thyme consumers, we incorporated bold and unique illustrations. These oversized graphics demand the attention of all demographics. With children in mind, we’ve designed fun and age appropriate characters to peek their youthful and curious imaginations; ranging from Peanut Monsters to Rainbow Unicorns, the designs are full of life and fun. While adults may too find themselves buying the boxes with enchanting creatures and furry friends, we’ve designed the oversized spoon illustration in mind of adults. Large in size, this graphic catches their eyes and pockets with the dynamic and interactive elements such as the milk splatters, buzzing bees and off-centered text.

These dynamic illustrations all different in design remain – on shelves – cohesive and reminiscent of the Fresh Thyme’s core private label design, with a similar structure and strength, but a personality all it’s own. The design is bold, dynamic, fun and refreshing. This range of design stands out and incorporates a real sense of fun and engagement to compete with competing brands.