in good thyme

Sep 2024

The brand identity for In Good Thyme centers on a playful, earth-toned visual system applied across a range of pet treat packaging. Executed by Fable, the project utilizes custom line-art illustrations and minimalist typography to ground the CPG brand within a natural aesthetic. The design relies on clean studio lighting and textured paperboard materials to reinforce the tactile quality of the product line. Supporting the physical packaging, the motion assets incorporate vector-style animation and graphic halftone shading to bring the brand's character sketches to life. The identity leans into a clean, commercial look, balancing the illustrative storytelling with functional, modular layouts across both cylindrical and rectangular containers.

Vertical, Commercial, Clean, Minimalist

CPG / Packaged Food

White Seamless

E-commerce / Product