Fresh Thyme Farmers Market has new name, logo

Fresh Thyme Farmers Market is changing its name — among other things.

The Midwest grocer has changed its name to Fresh Thyme Market. Also, it will unveil a new logo and advertising campaign on Aug. 30. The campaign kicks off with the debut of a new commercial starring real Fresh Thyme shoppers. Cast while shopping in the retailer's home city of Chicago, the ad is intended to highlight the diversity and uniqueness of the Fresh Thyme customer. 

‘Fresh Thyme's new company logo, redesigned by The Distillery Project, showcases a refined and sharpened look, featuring green and white lettering and the condensed wording. The new commercial, created in partnership with The Distillery Project, the commercial showcases three families preparing and eating dinner in their homes.

"Fresh Thyme has always been a solution for healthy living, no matter the circumstance," said Fresh Thyme Market chief merchandising and marketing officer Tod Pepin. "As we all continue to navigate this new normal, Fresh Thyme is dedicated to helping people meet a new standard and heightened responsibility towards their own wellbeing. Our new logo and advertising campaign is an intentional evolution in that direction, and we are thrilled to share it with our community."

Fresh Thyme operates 73 stores in 11 Midwestern states.