Thymes: Discovering beauty in everyday life

A founding brand in the botanical fragrance industry, Thymes saw an opportunity to introduce a new line of bath and body products that would appeal to a broad audience of fragrance enthusiasts. Meant to inspire discovery, the Studio collection offers a fresh, contemporary presence while also supporting Thymes’ credentials as artisans of fine fragrance.

Thymes products are created to be beautiful, an invitation to discover beauty in everyday life. The Studio Collection features six fragrances inspired by botanicals and rooted in nature. Each fragrance collection is designed to marry familiarity with intrigue, and is presented in a line of products crafted with a touch of charm.

Thymes Studio Collection | Cue | A Brand Design Company

Framing the Thymes Proposition


To better understand what makes their products special, we talked to Thymes management, stakeholders, fragrance experts and product representatives. Their insights helped us develop a clear strategy which inspired design of a new packaging system.

Thymes Studio Collection | Cue | A Brand Design Company

Each fragrance collection features evocative, botanically inspired artwork, with unique secondary patterns and color palettes.

Thymes Studio Collection | Cue | A Brand Design Company

An Elevated Packaging Solution


Our goal was to elevate the presentation of Thymes products – refreshed, modern and strongly branded – with a system that would work across an evolving line of unique fragrances. The Thymes “T” serves as a unifying design element that also strengthens the brand’s presence. The “T” is diecut to show the pattern underneath, revealing each fragrance collection’s personality.

Thymes Studio Collection | Cue | A Brand Design Company

The Studio Collection


The new look and feel influenced packaging materials, product details, retail display and more.

Thymes Studio Collection | Cue | A Brand Design Company

Photography: Lauren Krysti, Styling: Helen Quinn, Photo Direction: Wink