Queen Bee Honey

Brand Elevation & Packaging

Creative Direction / Packaging Design / Artwork / Photography

The brief

We’re a well-known retailer of high-quality Manuka honey, but we’re losing sales against unbranded taster packs on Amazon. Can you help us repackage our Honey Snaps to help us pitch moving from bulk buy into the mass prestige market?

The opportunity

Queen Bee Manuka Honey is often sold by bulk retailers, such as Costco in the UK. Their packaging used black, purple, and gold but the finish wasn’t convincing as a luxury product. I saw an opportunity to use creative design to create an eye-catching sample pack, something that could be used either in retail or as a promotional gift.  

The package would contain a set of snap and squeeze honey portions, with a sleek minimal branding and high-quality materials lending a natural and premium feel, with all the key credentials advertised through a range of icons. The key creative element to the packaging is a laser cut honeycomb foil window which uses the golden colour of the honey to complete a minimalist illustration of New Zealand, where the honey is made.