Our goal was to elevate the presentation of Thymes products – refreshed, modern and strongly branded – with a system that would work for both existing and new fragrance collections. The Thymes “T” serves as a unifying design element that also strengthens the brand’s presence. The “T” is diecut to show the pattern underneath, revealing each fragrance collection’s personality.
A founding brand in the botanical fragrance industry, Thymes enjoyed a leadership role in the specialty gift category for over thirty years. As the category became crowded with competitors targeting the contemporary consumer, Thymes needed to elevate and modernize its brand.
Thymes’ challenge was to define its brand proposition in a differentiating and ownable way, offering a foundation for future expressions of the brand. Working closely with the Thymes brand team, we created a strategic platform to help the brand succeed in an ever-changing marketplace.
To better understand what makes their products special, we talked to Thymes management, stakeholders, fragrance experts and product representatives. Their insights helped us articulate the brand’s equity purpose: “We invite beauty and discovery in everyday life.” With a clear strategy and explorations around a refined look and feel, we turned to the creation of a new packaging system. Each fragrance collection features evocative, botanically inspired artwork, with unique secondary patterns and color palettes.
Thymes products are created to be beautiful, an invitation to discover beauty in everyday life. The Studio Collection features four new fragrances and two existing fragrances updated to fit within the new packaging system. These fragrances are the epitome of Thymes Bath & Body. Inspired by botanicals and rooted in nature, each fragrance collection is designed to marry familiarity with intrigue, and is presented in a line of products crafted with a touch of charm.
