Bee One Third - Neighbourhood Honey
Creative Director: Brenton Craig
& Tia Queen
Photographer: Michael Carrello
Project Type: Produced
Client: Bee One Third
Location: Brisbane, Australia
Packaging Contents: Honey, Honeycomb, Pollen
Packaging Substrate / Materials: Glass jar
Printing Process: Digital printing
Bee One Third is an urban and coastal beekeeping enterprise that was founded on the educational premise that one third of our global food supply depends on bee pollination. The Bee One Third team manage 150+ beehives across inner-city rooftops, suburban backyards, coastal landscapes and native bushland.
We were tasked with redesigning the Bee One Third brand and packaging. The primary objectives of the new labels were to stand out on retail shelves, emphasise the product’s unique points of difference, and appeal to interstate and international retailers.
Instead of heroing the company name, the new labels hero the hive source which is the product's primary point of difference (often missed by customers engaging with the original packaging). Reminiscent of wine, these honey varietals are truly unique in flavour, colour and texture depending on the ‘terroir’. Not only was the name of each location elevated, but each location was also given its own custom illustration.
These custom illustrations also served as talking points, providing the opportunity for education through art. Honey varies not just by location but also by season, so we introduced a seasonal approach similar to wine harvests. Each seasonal harvest now features a unique style and educational theme. The Spring Summer 2018/2019 range features an illustrative style inspired by the ‘pollen path’—a bewildering process used by bees to communicate with each other to identify pollen sources. These artworks have also become a limited edition feature, emphasising the unique characteristics of each harvest.
The format of the packaging labels was a major consideration, with ease of application and a view of the honey within being primary objectives. The solution was a single rectangular strip which exposed one-third of the front face. The exposed one-third section served two purposes: it revealed each honey varietal’s unique visual properties, plus it paid homage to the company name, Bee One Third. The simplicity of the label meant the application of the label could now be automated and—in line with the company's environmental conscience—the jars are also easy to de-label and repurpose for other uses.
Since the new brand and packaging reveal, the uptake from interstate and international retailers has skyrocketed. Major retailers from Hong Kong to the United States and beyond have been eager to 'pollinate change' by stocking Bee One Third's limited edition honey products.
The complete project involved a brand refresh, 144 unique product labels (across five different product sizes and variants), print and digital marketing collateral, and a new ecommerce website.
Seasonal artwork that changes depending on the seasonal harvest and location