Dive Brief:
- Fresh Thyme has unveiled a new logo as it looks to present a clearer message to shoppers, the company announced in a press release. The logo also reveals a shortened name for the banner, which drops "Farmers" and now says "Fresh Thyme Market."
- Designed by Chicago ad firm The Distillery Project, the logo features a green background and white lettering. The grocer said this simpler approach will complement its other efforts to connect with customers.
- A new ad campaign will accompany the refreshed name and logo, with a commercial set to begin airing Sunday in 18 Midwestern markets. The ad will highlight real Fresh Thyme shoppers preparing food in their own homes.
Dive Insight:
With all the change 2020 has brought, Fresh Thyme wants to adjust how it presents itself to customers to better match their expectations. The updated logo and ads are part of a larger effort by the company to position itself as a provider of wellness solutions, particularly at a time when people are heavily focused on health issues.
The grocer did not say whether a website update or total rebrand would follow the new logo and ad campaign, but as of now its website is still branded to reflect the former logo and look.
With the ad campaign, Fresh Thyme is aiming to showcase the uniqueness and diversity of Fresh Thyme shoppers and remind people that they can take control of their own well-being when they eat well.
The fresh look and feel helps the grocer leave troubles from 2019, including the closure of several stores and the sudden departure of its founding CEO, solidly in the past. It also follows Fresh Thyme’s recent announcement that it would partner with Shipt to power grocery delivery. The partnership made same-day delivery from Fresh Thyme available to about 10 million households in the Midwest.
Other food retailers have also rebranded over the past year. Last Monday, the Giant Company took the final step to complete its rebrand, revealing a new brand platform called "For Today’s Table." Last November, Kroger launched its Fresh for Everyone brand transformation with a new logo, new in-store and digital advertising and other brand attributes.
