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Article | February 3, 2009
Sweet! Bee at heart of branding
Deluxe Honeydrop flavored water designed for high-end simplicity.
One trend that is gaining momentum on shelves around the store is simplicity in on-pack branding and communications. This tactic is especially noticeable in beverage aisles, and one recent example is Deluxe Honeydrop, a flavored-water product infused with 100% USDA Certified Organic honey, from Deluxe Honeydrop, New York City. Working with Pearlfisher (www.pearlfisher.com), Deluxe Honeydrop gives the brand a high-end positioning. The simple graphic design brings to life the natural source of honey with the icon of a bee graphic, inspired by the shape of a honey dipper. DWS Printing (www.dwsprinting.com) prints the biaxially oriented polypropylene labels from ExxonMobil Chemical (www.exxonmobilchemical.com) in six colors. The label decorates a PET bottle provided by Amcor PET Packaging (www.amcor.com). The bee graphic makes the brand approachable by working together with each product benefit: Bee Good (for the Apple flavor variety), Bee Alive (Blood Orange), Bee Calm (Chamomile), and Bee Strong (Blueberry).“This makes up an ownable language for the brand and translates beyond packaging across all points of communication for Deluxe Honeydrop,” explains Lisa Simpson, creative director at Pearlfisher.The branding extends this “sweet” story to the side of the package, and also to the brand’s Web site. David Luks, founder of Deluxe Honeydrop, says simple communication on the label gives the brand distinctiveness in the flavored-water category. “Pearlfisher took my simple vision and concept and brought my brand to life. They tied the positioning in the brand strategy to an innovative identity,” Luks says.Deluxe Honeydrop is rolling out initially at large retailers in the New York City area.
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