Award-Winning Packaging Designs
Reinvigorating Thrive Market Goods
Designers: Savannah McAnally, Anat Erez-Fellner, Kellie O’Hara + Julie Tran. Copywriter: Shira Karsen
Recipe for Iconic Packaging
Thrive Market Goods is one of Thrive Market's 5 owned-brands, comprised of 700+ skus of pantry essentials and responsible for 25% of annual product revenue (2021). The previous private label's identity did little to differentiate it from competitor private label brands and did not evoke the superior quality or value of the products. Nor was it best suited for an e-commerce platform.
As Creative Director, I led the vision and creative strategy for reimagining Thrive's successful owned-brand with a wide ranging team including Art Directors, Designers, Copywriters, Brand Managers, Project Managers and Production Artists.
I started by identifing the visual philosophy and simplifying the 20+ fonts and color palette- drawing inspiration from classic, vintage Italian packaged goods of the past.
Before: Thrive Market Goods brand identity
After: Cohesive, unique and iconic designs
Design Philosophy:
Irresistible - Consumers should want to buy it as soon as they see it, which has been successful for e-comm and drove higher click thru rates and repeat purchases.
Bold - The designs and patterns stand out with graphic, solid shapes and colors. The vibrant palette nods to Thrive Market’s California heritage, and champions healthy living through expressive designs.
Counter-Worthy - The designs rely on principles that have stood the test of time. Think less is more - clean san serifs and simple but thoughtful shapes and patterns that are worthy of being displayed on any counter.