We were tasked to design a line of coffees with a great origin story, while communicating the type of information that a consumer is accustomed to looking for on packaging. We launched with French Roast and a Breakfast Blend, each in a whole bean and ground variety.
The first thing to consider was how to communicate the main points: origin, whether it was ground or whole bean, and flavor notes. The solution was an easy-to-read grid on the front. This system is applied to all coffee SKUs. A similar grid is used on the back panels to describe instructions based on the device used for brewing.
The second thing to consider was how to design a product that has a story to tell. We felt that one of the ways this was achieved was by applying a brown watercolor layer that is used across Thrive Market branded products. Kraft paper material was not available to us, so we included a kraft paper layer in our design, which was successful. This gave the product a richer feel and instantly elevated the product.
We were tasked to design a line of organic and Non-GMO jerky. We were also able to create custom windows on the packaging, which we incorporated into the design in the form of rolling hills - creating a pastoral feeling since the beef is free-range, but also allows the consumer to see the actual product itself.
Because there were spicy and original flavors for both the beef and turkey jerky, we needed to quickly communicate the protein and the flavor. We accomplished this with a color system. The deep red was used for beef SKUs and the golden yellow was used for turkey. Reserving other colors for future line extensions. In addition to the main color for protein, we came up with a bright red flavor bar to differentiate the spicy skus from the “original” flavor.
We wanted to design a product that would live with our other supplements as well as our powdered proteins, but still stand on its own in the greens space. The overall design needed to work both on a cannister, a stick pack, and a pouch.
One unique part of our process was that Design was able to influence the final product name. We looked for a name that was approachable and non-intimidating. We found that the use of the ampersand in the product name accomplished this. We also wanted to make it very obvious what the product is. With this in mind, the product name coupled with the colors we chose for this SKU immediately scream “GREENS”.
The last thing we were wanted to accomplish was easy communication on the label. We were trying to keep a clean aesthetic while communicating a lot of information on the front and back panels. We wanted to make an easy-to-follow back panel, without overcrowding the front, but still effectively communicating the main information a consumer might be searching for, such as our brand and product values.
We were tasked to design a line of non-toxic cleaning supplies, a new category for our Thrive Market brand. The products include an all-purpose cleaner, a glass cleaner, two dish soaps, and a toilet bowl cleaner.
These products needed to clearly communicate a lot of information, so the bulk of the design process was creating a hierarchy of text to be applied across all SKUs. The result is a block of text, that is flush, and clearly communicates the product name and includes major call-outs that are important to the consumer shopping for non-toxic cleaning supplies. This treatment is both organized and visually appealing.
We tied this line of home products back to our Thrive Market brand by incorporating our large type treatment, bold colors against a white label, and the Americana style that is prevalent across Thrive Market packaging.
We were tasked with designing for a new segment for Thrive Market - a line of baby products that included 6 different diaper sizes and a package of diaper wipes.
The task was to come up with something playful, vibrant, and not gender specific, and yet somehow live with the rest of our Thrive Market brand. We decided on an illustration-heavy design. Creating a wild-animal theme for the diapers,and an undersea theme for the diaper wipes.
For the diapers, we opted to show the bare kraft paper material of the diaper box to communicate a natural feeling since the diapers are free of harsh chemicals and materials. We adapted this design to different box sizes. In addition to the outer box, we designed the diaper loop (waistband), which were the same wild animal illustrations from the outer box, but applied fills to the animal illustrations in muted colors. We also extended the illustrations to the bags that the diapers are bundled in to help communicate the diaper size if the consumer were to unpack the diaper bundles and throw the box away.
For the diaper wipes, we came up with an undersea scene in the same illustration style as the diapers and with muted colors in the same hues as those applied to the diaper loop. The product details are communicated effectively in a playful typeface. Again, the colors and the theme were chosen to be fun and not-gender specific.
Designed By: Thrive Market
Designers: Semira Chadorchi, Anat Erez-Fellner
Location: California
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