Thrive Market Goods

Thrive Market Goods is one of Thrive Market's 6 owned-brands, comprised of 700+ skus of pantry essentials. In 2020, we started the process of re-branding the existing private label’s identity. The goal was to differentiate it from competitor private label brands and evoke the superior quality and value of the products to best perform on an e-commerce platform.

The Challenge

Create a flexible system to unite 700+ skus across many, many different categories without becoming boring or expected. Our solution: an adaptable and focused design architecture that visualizes Thrive Market’s brand values.

The rebrand won 3 Vertex awards against names like Target, Walmart & Whole Foods.

The competition had 650 entries from 52 countries.

We developed a visual language for the brand based on our design philosophy:

Irresistible: Consumers should want to buy it as soon as they see it, which was 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.