in good thyme

in good thyme · Brand Identity

The brand identity for In Good Thyme, developed by Fable, establishes a visual language for the packaged pet treat market. The design system centers on a minimalist aesthetic, utilizing earth tones and matte paper textures to ground the identity in a natural aesthetic. Custom line-art illustrations feature throughout the packaging and motion assets, balancing playful depictions of pets with clean, bold typography. The project employs a mix of studio photography and 3D animation, utilizing vector-style graphics and halftone shading to maintain a cohesive look across both physical products and digital brand expressions.