Along with working on the updated branding of Thrive Market goods, I also built the new icon library featured across the packaging, website, and socials.
The feeling we tried to evoke through the patterns were those of boldness, quality, and vibrancy. Many of the patterns I created had a geometric, graphic look that stands out in any pantry.
Additionally, I designed a multitude of different layouts, with dielines for all these products being vastly diverse—ranging from large boxes to 2 inch tall sticker labels.
One of my first patterns was this family of corn and grain-free tortilla chips which feature a graphic, vibrant pattern. I gathered inspiration from Mexican tile and textile patterns, Día de los Muertos paper cut-outs, and the colorful doorways of Oaxaca homes.
A major feature of my work is the front of pack icons seen across Thrive Market's hot sauces, honeys, srirachas, buffalo sauces, soy sauces, and more. These take on the humanistic, slightly choppy style of the regular back of pack icons, but with more detail and symmetry.
Another one of my most significant contributions to the rebranding of Thrive Market is the complete icon redesign. I drew inspiration from Henri Matisse's paper cut-outs, especially admiring the rough yet organic quality. We wanted to communicate a presence of the hand in order to emphasize the unique, humanistic touch of the Thrive Market brand.
Photography: Matthew Schulert, Elisha Knight
Design: Savannah Mcanally, Anat Erez-Fellner, Kellie O'Hara, Mo Newman
