Fresh Thyme Farmers Market is shifting to a streamlined logo and company name: Fresh Thyme Market.

With the change, Fresh Thyme sheds the word “Farmers” and the tractor icon from its banner. The Downers Grove, Illinois-based specialty grocer said yesterday the new company logo brings a simpler, “refined and sharpened” look, with condensed wording and white lettering on a green background, compared with the previous green text against a yellow background.

Plans call for Fresh Thyme to support the banner change in a new advertising campaign set to kick off on Sunday, Aug. 30, with the airing of a new television commercial. The TV spot will feature the new Fresh Thyme logo and run in 18 Midwestern markets.

According to Fresh Thyme, the new name and logo “drives straighter” toward the company’s brand and purpose as a wellness-driven grocery retailer focusing on value-priced fresh, healthy, natural and organic offerings.

“Fresh Thyme has always been a solution for healthy living, no matter the circumstance,” Tod Pepin, chief merchandising and marketing officer at Fresh Thyme Market, said in a statement. “As we all continue to navigate this new normal, Fresh Thyme is dedicated to helping people meet a new standard and heightened responsibility towards their own well-being. Our new logo and advertising campaign is an intentional evolution in that direction, and we are thrilled to share it with our community.”

With the change, Fresh Thyme drops the word “Farmers” and the tractor icon from its banner.

Titled “This is Real,” the TV ad stars real Fresh Thyme shoppers who were cast while shopping in Chicago. Fresh Thyme said the commercial—showing three families preparing and eating dinner in their homes—aims to highlight the diversity and uniqueness of the Fresh Thyme customer. It also emphasizes that Fresh Thyme shoppers are taking control of their wellness amid a changing world by eating “real, healthy foods,” the retailer said.

Chicago-based agency The Distillery Project redesigned the Fresh Thyme logo and helped develop the ad campaign in partnership with the chain.

“It’s always been hard for people to know what to do to stay healthy. It’s such an important topic that there’s a constant barrage of information. It can be confusing, contradictory and sometimes come from pretty questionable sources,” according to John Condon, founder and chief creative officer The Distillery Project. “Now, more than ever, people are searching for some clarity. The pandemic has made us all more health-conscious and more price-sensitive. So it just seemed an especially right time to remind people that Fresh Thyme has always stood for ‘real healthy foods at real affordable prices’ and that the single, most important thing any of us can do to keep ourselves and our families healthy is eat healthy foods.”

Overall, Fresh Thyme Market operates 73 stores in 11 states across the Midwest.