Adding Value with Packaging Design

Client: Thyme Maternity
Project: Packaging Design
Date: 2008

New Packaging Concept

Thyme Maternity, a maternity clothing line and division of Reitmans, was undergoing a brand-energizing process to reflect a more fashion-forward positioning. 

As lead creative, my role included designing new packaging for accessories. The challenge was to make a group of basic-looking accessories look appealing while offering our client a stimulating sensory experience. I used conceptual naming, brand colours, and a gift-ready strategy to combine everything with my colleagues, including graphic designer Jennifer Palesch.

What was previously maternity staples became “Feel Good Accessories.” Quality materials, curved die-cuts, printed dot patterns and infographics communicated the brand’s new visual identity and values of joy, creativity, pride and expertise. 

Results

The results created a positive return on investment and an instant increase in sales. The “cradle and ease”  back belt (featured on the left) was the most successful transformation as a practical, cute, and budget-friendly gift for moms-to-be.