This book by JGA Corp. is a virtual catalog of ideas for inspired retail design. It features work that is international in scope in innovative in content. These 1,000 touchpoints of brand identity include ...
By Linda Casey
There was a time when it was easy for natural beverages to stand out on soda-crowded shelves. Not anymore. To compete in this environment, Honeydrop (New York) collaborated with branding and design agency Monday Collective.
The natural beverage brand was launched in 2008 by David Luks. But the central brand concept—that Honeydrop is a natural drink made with real honey—wasn’t as clear as it needed to be on the previous PET bottle packaging. To better convey the ideas of “natural” and “premium,” Monday Collective suggested a custom-designed glass bottle. The high clarity of the glass, combined with transparent labels, allows the quality of the product to shine through. The company also liked that moving to glass might have more of an appeal to environmentally conscious consumers.
To drive the honey-sweet message of the brand home, glass packaging manufacturer Vitro embossed several of Honeydrop’s bee icons across the bottle neck. The labels are printed by General Press in CMYK plus white and sport a redesigned bee icon that looks as if it were made of honey. The redesigned back panel uses icons to help consumers identify ingredients easily.
A gold-toned, metal cap replaces the black plastic one. Crown Holdings Inc. supplies the cap, custom printed with the tagline “from the bee to the bottle.” A new back-of-pack “brand badge” reinforces Honeydrop’s initiative to raise awareness of Colony Collapse Disorder (a phenomenon by which bee populations are dropping in alarming numbers).
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