Bath Thyme Bakery
Defining a Distinctive Brand at the Intersection of Indulgence and Place
Blue Couch Marketing partnered with Bath Thyme Bakery to reimagine their brand identity for a growing line of dessert‑inspired bath, body, skincare, and candle products. The objective was to elevate the brand beyond novelty—creating a cohesive visual system that conveyed craft, indulgence, and authenticity while supporting expansion across product categories and channels.
Our work focused on translating Bath Thyme Bakery’s hand‑crafted ethos into a brand expression that felt both playful and intentional—inviting consumers into a sensorial experience rooted in quality, creativity, and care.
Brand Identity & Packaging System
We developed a refreshed brand identity that draws inspiration from the world of desserts—layered textures, rich color stories, and visual cues that evoke sweetness and indulgence without tipping into kitsch. The identity was designed to flex across product lines while maintaining a clear, recognizable point of view on shelf.
Equally important was grounding the brand in its place of origin. Subtle references to New Mexico’s landscape, color palette, and artistic heritage were woven into the logo and packaging system, adding depth and differentiation. This fusion of dessert‑inspired delight and regional influence created a brand that feels both distinctive and authentic.
The result is a cohesive packaging system that balances charm with sophistication—supporting retail impact while reinforcing the brand’s handcrafted credibility.
The Campaign
To support the refreshed brand, Blue Couch Marketing developed a social‑first campaign strategy designed to bring Bath Thyme Bakery’s sensorial world to life. Through carefully art‑directed photography, engaging content, and audience‑aware storytelling, the campaign highlighted the textures, scents, and rituals behind each product.
The campaign reinforced the brand’s positioning as an indulgent, feel‑good experience—building recognition, encouraging discovery, and strengthening emotional connection with consumers across digital channels.
