Thrive Market is an American membership-based online retailer of natural and organic food and household products, founded in 2014 with a mission to make healthy and sustainable living easy and affordable for everyone.[1] The company’s visual identity centers on a wordmark lockup that pairs the brand name with a distinctive hexagonal emblem.
Design and History
The current Thrive Market logo is documented in a federal trademark registration filed by Thrive Market, Inc. The mark consists of the words “THRIVE MARKET” centered within a shaded hexagon, with dashes on either side of the term “MARKET.”[2] The application was filed in July 2020 and the mark was registered in 2022.[3]
An earlier trademark registration from 2016 describes a different lockup: the words “THRIVE MARKET” in a stylized font, with “THRIVE” appearing above the word “MARKET.”[4] A separate registration from 2020 describes the same stacked arrangement of “THRIVE” over “MARKET” in a stylized font.[5]
In early 2020, Elise Crevier joined Thrive Market as Head of Creative to overhaul the existing look and feel to match the brand DNA, overseeing an in-house creative team supporting brand, member acquisition, and content channels.[6] That same year, the company also began rebranding Thrive Market Goods, its private label line of pantry essentials, with the goal of differentiating it from competitor private label brands and improving performance on e-commerce platforms.[7]
Meaning and Symbolism
The hexagonal shape is the most distinctive element of the current Thrive Market mark. While the trademark record does not explain the intended symbolism of the hexagon, the shape appears consistently across the brand’s logo and app icon.[8] The company’s private label packaging rebrand, developed in 2020, adopted a design philosophy described as “Irresistible, Bold, and Counter-Worthy,” with a vibrant palette intended to nod to Thrive Market’s California heritage.[7]
Typography and Design
Thrive Market documents three official brand colors: Persian Green (#02A68B), Pancho (#F1CFB6), and Amethyst (#9668C2), with Persian Green listed as the primary brand color.[9] The trademark registration describes the wordmark as set in a stylized font, though the specific typeface is not identified in official records.[2]
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