From: Packaging News

For a new line of seven kombucha drinks in exotic flavors, Fresh Thyme uses packaging graphics that align with its private-label brand while communicating drinks’ health benefits.

Fresh Thyme Farmers Market has worked with The Creative Pack to create a fresh, unique design to highlight its new, own-brand Organic Kombucha. Since it is a specialty range rarely seen in private label, it needed to have a design to match. To set Fresh Thyme’s Kombucha apart from branded competitors, The Creative Pack designed the bottles with a bold, energetic, graphic style that highlights the multiple health benefits as well as the one-of-a-kind flavors that are in each sip of Fresh Thyme’s Kombucha.

Among Fresh Thyme’s requirements for the redesign:

● Translate the Fresh Thyme design into a drink range associated with the “healthy living” lifestyle
● Emphasize health benefits of Kombucha to draw in new and existing customers
● Capture exciting flavors such as Thyme Lime, Black Currant, and Blueberry Matcha through package design.
● Create a cohesive line that maintains the Fresh Thyme brand and stands out on the shelf

For The Creative Pack, the process began with determining how to translate the existing Fresh Thyme branding into a novelty drink range that highlights the healthy living lifestyle associated with this beverage. It needed to determine which design elements to maintain and which to adapt to better embody kombucha. The Creative Pack was able to successfully create a distinct range that captures the essence and characteristics of kombucha while standing out on shelf.

The background is not the typical tractor horizon and colored skyline, the design firm says. Instead, it is a full single-color gradient reminiscent of the beverage. On either side of the title, side banners highlight the health benefits of the kombucha—“Nourish, Enlighten, Balance and Focus.” Calling out these natural powers entices new customers who might be unfamiliar with what kombucha is and why one should drink it. These banners as well as the title “Kombucha” and descriptor, “Sparkling Fermented Tea,” were emphasized in metallic ink for these elements to pop out on the label.

It was also very important for the packaging to distinguish its seven exotic flavors. To accentuate this, lively illustrations of the ingredients are scattered around the title, as if dancing. The incorporation of bubbles plays into the idea that this is sparkling beverage. It also creates the illusion that the ingredients are floating about inside—all to compose the kombucha. Fresh Thyme’s Kombucha range design is reminiscent of the Fresh Thyme’s core private-label design, with a similar structure and strength, but a personality all its own that appeals more to the health-focused client. It is a bold and refreshing design that appeals to kombucha lovers as well as customers unfamiliar with the product but are captured by its unique design and clear health benefits.