The True Honey Company had a dream to lead the way as a ‘next generation’ Mānuka honey brand, pushing back against an industry rife with design clichés and banality. Their vision was for a honey brand which could be engaging and truly believed in, we saw the project as a chance to develop innovative work which spanned both packaging and brand.

The premium honey would only be available to purchase online, offering an opportunity for the packaging to become a physical brand canvas.  We imagined the pack as a vehicle to showcase the TTHC values,  with the rich product experience enhanced by bespoke packaging. 

Understanding the high honey ratings were an indicator of the brand pillars of transparency and honesty, we elevated them to hero status on the packaging.  Working with Think Packaging, we developed a distinctive “wedge” case to ship the precious honey without the need for bubble wrap, foam filler or petrochemicals. The finished product is rich with fine detailing, every element laboured over including foil on black stock and a textured finish on the labels. Clean, modern typography highlights the pride in the honey in a bold, yet humble manner.

We engaged US illustrator Christopher DeLorenzo to create a suite of hand drawn illustrations to outline a set of promises to the consumer, his signature style added a contemporary feel to help the product stand out in the generic honey world.

To launch the brand into the NZ market we designed and constructed a bespoke stand at the Auckland Food show, along with a slightly satirical 16 page publication we named “The Truth” to further communicate the TTHC values to customers.  We also developed a range of other promotional items for launch, ranging from beautiful flowering Mānuka plants to aprons and tote bags featuring key images and slogans.