By  on July 22, 2005

NEW YORK — Paying sharp attention to detail has made The Thymes a $40 million brand. All work and no play, however, can take a toll on appearances. So when the maker of fragranced home, bath and body products recently took a look in the mirror, it realized a makeover was in order. 

This fall The Thymes will unveil a whole new look, from its brand logo, to redesigned bath and body collections, to a brand book — a stylized pamphlet of photos, descriptions and prices of all the company’s products. The brand evolution, as the company is calling this facelift, looks to keep the 23-year-old firm in line with the times, so to speak.

The logo change, for one, aims to illustrate The Thymes’ connection with nature by using a “T” decorated with leaves and a “Y” with a leaf as one of the letter’s stems. And, beginning in September, the brand book will be mailed to retailers all across the country, including the 5,000 specialty stores currently selling The Thymes’

products.

Simultaneously, four of The Thymes’ bath and body collections will be redesigned. Olive Leaf and Filigree are the company’s nod to fashion’s influence on home design. The unit cartons in the Filigree collection feature delicate die-cut detail with an embossed pattern featuring a gloss finish. Ribbon detail on the Filigree product is die-cut velvet ribbon. Boxes are lined with a light blue hue. 

The Thymes tapped Duffy & Partners, a branding and design firm based in Minneapolis for the job. Duffy & Partners’ client list includes Façonnable and Diet Coke.

According to Christiana Kippels, vice president, marketing, The Thymes won’t increase prices of products to offset costs of the brand upgrade. Instead, “we are able to make efficiencies in other areas to invest in the designing, such as how we manufacture, and packaging elements,” said Kippels. 

In addition to painting a glossier image for themselves, The Thymes’ upgrade looks to boost sales, which remained flat from 2003 to 2004.

“That shows how competitive the environment has become,” said Kippels. The Thymes is expecting a 20 percent sales increase in 2005, compared with last year’s second half. Distribution also looks to grow during the period by as much as 15 percent. The company aims to grow 50 percent in sales over the next five years, added Kippels.

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