I had never heard of Thymes until I saw their packaging and 2014 catalog featured on The Dieline this past week. Thymes is a founding brand in botanical, fragranced bath & body products. Wink, a brand design company out of Minneapolis, designed the visual system. It represents the bran'd artisanal roots across all manner of packaging, print and web.
I love how simple, yet elegant the mark is. The leaves give the effect of actual "freshness". The type feels very classic and fits well with their artisan products.
Wink also designed a prospect kit for Thymes, which consisted of a hard-sided box that housed the 2014 catalog and consumer samples packaging and keepsake tins.
I am captivated by all of the colors, textures and images on this one small box. It is a little overwhelming, however, it is busy enough that I am dying to know what is inside. And voila! You open the box to see this breathtaking photo of multiple dishes of various colors, and the dishes have different fresh ingredients.
When you pick up the catalog, you see two keepsake tins that are filled with samples of the Thymes perfume.
The catalog is laid out very simply, letting the photography of the ingredients and products take center stage.
Their use of a grid is very classic, but it works for this catalog because it lets the products speak for themselves and you can almost smell the ingredients from the photos. You also see how vast their product line is, not only perfume, but lotions, candles, soaps and more.
Looking through the spreads, I am inspired to revert back to the extremely simple grid. There is something so beautiful about it.
One thing that I have noticed is that they aren't very consistent about how they display their name/logo on their products. I have noticed multiple executions. Thymes on the kit folder, the "Y" slightly resembles a leaf. Then on a few packages they only feature a "T" die cut with multiple colors behind it. Then you have the "T" with Thymes typeset underneath it. The line below does look cohesive however if you refer to the picture above for the Agave Nectar line looks different from the other lines. If certain product lines are meant for a different age groups then that might be acceptable, but I am all for brands being cohesive.
Over all I love this brand, and I would try their products since I base a lot of my decisions based upon logos and packaging. It also inspires me to design a line of spa-based products as well. I want to try and get my hands on their catalog.