Fresh Thyme Unveils ‘Refined, Sharpened’ New Logo

Fresh Thyme has unveiled a new “refined and sharpened” company logo that drops the word “Farmers,” as well as the tractor between the words “Fresh” and “Thyme.” The specialty retailer, with 73 stores in 11 states, is also launching a new advertising campaign that stars real Fresh Thyme shoppers.

Both moves are designed to drive the Downers Grove, Ill.-based specialty retailer efforts forward as a valuable community partner.

“As we all continue to navigate this new normal, Fresh Thyme is dedicated to helping people meet a new standard and heightened responsibility toward 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,” said Tod Pepin, chief merchandising and marketing officer for Fresh Thyme, in a release.

The new logo also trades the old yellow background (below) for a green background and white lettering.

And in tandem with the new logo, Fresh Thyme will launch a new commercial called "This is Real" in 18 Midwest markets starting Aug. 30. The ad stars three families from Chicago preparing and eating dinner in their own homes, highlighting the diversity and uniqueness of the Fresh Thyme customer, the retailer said.

Both logo and ad were created by The Distillery Project of Chicago.

"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,’” said John Condon, founder and chief creative officer of The Distillery Project.