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04
22
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Wink. Thyme. Scentsational.

Written by in Color & Texture, Packaging

Ahead of Their Times

Thymes is 30.  Goldleaf is 25.
The Wink Package Design is Brand Spanking New.

For nearly three decades, Thymes has applied artisan craftsmanship to enriching the quality of daily experience through naturally-derived scents. Its fragrances are composed at its on-site fragrance studio, where perfumers blend nature, art, and science to create products that soothe and delight us. For the past three years, Wink in Minneapolis, has been helping the company integrate its message across its brand identity through artistic quality photography, integrated website design, product catalogs, and brand packaging. It is an aesthetic that celebrates the natural, botanical, and organic.

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The Goldleaf Collection is regarded by many as Thymes’ signature fragrance. It is a subtle blend of florals (smooth jasmine, fragrant rose, hyacinth, and lily-of-the-valley) and earthy scents (oakmoss and musk).  Says Scott Thares, principal of Wink, “For this 25th anniversary collection, Thymes wanted new and special products that would appeal to its dedicated fans.”

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Wink updated the Goldleaf branding, its leaf logo, and then turned its attention to brand packaging. To attract a wider fan base, Wink specified two Neenah brands notable for their strong aesthetic, tactile, and durable properties: STARDREAM® in Antique Gold (box base) with a smooth finish and CLASSIC CREST®, Natural White (box top) with a stipple finish.

“Our goal was to design offerings that represent the luxurious and high-end feel that Goldleaf has always had,” says Thares. “The updated brand identity is slightly more modern and fresh. The paper is very tactile. The celebratory leaf motif on the packaging honors the brand’s 25th anniversary. We want Goldleaf fans to see, smell, and touch this product.”

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