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Fresh Thyme rebrands with new name and logo

Specialty grocer says new banner ‘drives straighter’ toward its brand and purpose

Russell Redman

August 28, 2020

2 Min Read
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Fresh Thyme said the new banner better reflects its positioning as a wellness-driven grocery retailer focusing on value-priced fresh, healthy, natural and organic offerings.Fresh Thyme Market

Fresh Thyme Farmers Market is shifting to a streamlined logo and company name: Fresh Thyme Market.

With the change, Fresh Thyme sheds the word “Farmers” and the tractor icon from its banner. The Downers Grove, Ill.-based specialty grocer said yesterday the new company logo brings a simpler, “refined and sharpened” look, with condensed wording and white lettering on a green background, compared with the previous green text against a yellow background.

Plans call for Fresh Thyme to support the banner change in a new advertising campaign set to kick off on Sunday, Aug. 30, with the airing of a new television commercial. The TV spot will feature the new Fresh Thyme logo and run in 18 Midwestern markets.

According to Fresh Thyme, the new name and logo “drives straighter” toward the company’s brand and purpose as a wellness-driven grocery retailer focusing on value-priced fresh, healthy, natural and organic offerings.

“Fresh Thyme has always been a solution for healthy living, no matter the circumstance,” Tod Pepin, chief merchandising and marketing officer at Fresh Thyme Market, said in a statement. “As we all continue to navigate this new normal, Fresh Thyme is dedicated to helping people meet a new standard and heightened responsibility towards their own well-being. Our new logo and advertising campaign is an intentional evolution in that direction, and we are thrilled to share it with our community.”

Related:Fresh Thyme Farmers Market taps Shipt for grocery delivery

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With the change, Fresh Thyme drops the word “Farmers” and the tractor icon from its banner.

Titled “This is Real,” the TV ad stars real Fresh Thyme shoppers who were cast while shopping in Chicago. Fresh Thyme said the commercial — showing three families preparing and eating dinner in their homes — aims to highlight the diversity and uniqueness of the Fresh Thyme customer. It also emphasizes that Fresh Thyme shoppers are taking control of their wellness amid a changing world by eating “real, healthy foods,” the retailer said.

Chicago-based agency The Distillery Project redesigned the Fresh Thyme logo and helped develop the ad campaign in partnership with the chain.

“It’s always been hard for people to know what to do to stay healthy. It’s such an important topic that there’s a constant barrage of information. It can be confusing, contradictory and sometimes come from pretty questionable sources,” according to John Condon, founder and chief creative officer The Distillery Project. “Now, more than ever, people are searching for some clarity. The pandemic has made us all more health-conscious and more price-sensitive. So it just seemed an especially right time to remind people that Fresh Thyme has always stood for ‘real healthy foods at real affordable prices’ and that the single, most important thing any of us can do to keep ourselves and our families healthy is eat healthy foods.”

Related:Fresh Thyme Farmers Market goes chainwide with no-antibiotics pork

Overall, Fresh Thyme Market operates 73 stores in 11 states across the Midwest.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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