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oney Bee Dew Company LLC is a new exciting holistic and green company producing raw natural honey in the urban landscape for the mind, body and soul. We combine the discoveries of modern day with a deep observance and respect for the natural earth.
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lthough our primary product is a raw and natural honey, we offer a variety of other products based completely on our honey and bee by-products. Each and every product and service we offer and create revolves around the ideals of being holistic, green, functional and completely useable on every level.
Honey Dew Bee Company
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Table of Contents Introduction Research
Goals and Objectives
Competative Review
SWOT Analysis
Differntiation & Need
Voice & Tone
Narrative
Theme & Style
Strategy
Look & Feel
Inspiration
Mood Boards
Design Elements
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Color & Imagery
Table of Contents Cont. Media Mix
Prototyping Examples & Rationale
Analytics
Logo Development Sketches
Clear Space
Usage Styles
Predictions & Vision
Future Ideas
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Goals and Objectives I
n the current market of today, there is a desperate need for a shift in the thoughts of human intelligence, to show social and economic responsibility for cultural growth and community stability. Many individuals are turning their thoughts and activities to a more holistic and earth centered view. Honey Dew Bee Company hypostatizes the vision and meaning of these changes in the procedures and products they create.
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he overall design and feel must be consistent, cohesive and utilize a creative spirit that encompasses both past and present ideology. Unifying past and present creative ideals will entail a certain amount of finesse and thought in regards to keeping the principles of the company sound while placing them in a competitive light. Pushing creativity to its limit will aid in producing an ambiance for Honey Dew Bee Company that will allow them to represent the values of holistic social responsibility and remain a reasonably priced and highly sought after brand.
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here are many competitors for the kinds of products that Honey Dew Bee Company produces, however this only provides a ground from which to expand the media mix by creating unique and dynamically engaging assets. The closeness of the competitors will force the brand to expand laterally and look outside the traditional sense of the products to create truly distinctive designs. The purpose of this campaign development is to create a competitive and differentiating identity for Honey Dew Bee Company LLC within the urban Atlanta market.
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Competative Rev iew C
urrently within the Atlanta market are three competitors who are offering services and products similar to Honey Dew Bee Company. The three primary foci are Atlanta Honey Company, Buckhead Honey and Savannah Bee Company. The below images give a brief comparison of some of the competitor’s assets.
Atlanta Honey Company
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Buckhead Honey
Savannah Bee Company
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tlanta Honey Company: An Atlanta based raw honey producer with hives extending all over the northern mountains of Georgia. Extraction center is Dahlonega GA, about one hour north east of Atlanta proper and the main executive offices are in Midtown Atlanta. The honey produced and distributed by Atlanta Honey Company is 100% pure natural honey. Their delicate procedure of extraction only lightly strains the honey to remove unwanted debris prior to packaging to ensure that the customer will receive the maximum health benefits that their honey has to offer (Atlanta Honey Company, 2013).
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uckhead Honey: Buckhead Honey is Atlanta’s preeminent supplier of high-quality homegrown honey. Our honey is carefully harvested from hives we assembled by hand and placed in the finest gardens of Buckhead. Our company was built on the storied tradition of small-scale beekeeping, a practice almost universally present throughout the recorded history of human civilization (Buckhead Honey, 2012).
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avannah Bee Company: Savannah Bee Company grew out of my passion for bees, beekeeping and honey. Our specialty honey is the culmination of a 35-year search for the world’s best. Our beauty products deliver real benefits derived from treasured hive ingredients– beeswax, royal jelly, propolis, and honey (Savannah Bee Company, 2014).
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S.W.OT .
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Analysis
Strengths
Weaknesses
• Strong market demand for local sustainable food sources. • Plethora of available ‘hive’ space • Cleaner, Ecofriendly product • Current green movement and urban farming amongst young professionals and students within inner city limits
• Lack of education by the general public • Unknown security of patronage by partners and local city and university officials • Unknown income from grants and federal programs
Opportunities
Threats
• Educational promotion in partnership with local schools • Increased awareness within the medical community about benefits of raw product • Improved green spaces within inner-city areas • No competitors within the local holistic community
• Proximity to Africanized bee infiltration from Florida • Colony Collapse Disorder (CCD) • Increased exposure to various pathogens, viruses and parasites due to proximity of CDC and chemical research labs • Possible rejection by city/ universities based on misinformation of apiaries
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Life is the flower for which love is the honey. ~Victor Hugo 10
Voice
& Tone
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Narrative H
oney Bee Dew Company LLC is a new exciting holistic and green company producing raw natural honey in the urban landscape for the mind, body and soul. By working within the Atlanta metropolitan area, Honey Dew Bee Company will be able to provide its location based green roof apiary partners viable income through tax incentives and government grants appropriated through participation (Dept. Of Agriculture, 2014).
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he holistic and health benefits of the raw product will appeal to the greatest majority of the Atlanta population, as the primary residence are modern young professionals and Eco-conscious college students.
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oney Dew Bee Company LLC will support the green initiative and the holistic health conscious movement in Atlanta by donating one dollar from every sale to Hands On Atlanta as well as a portion of the raw product to local food kitchens in support of the Atlanta Shelter Coalition for the Homeless.
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his philanthropic gift coincides with one of Honey Dew Bee Company’s core beliefs, that everyone deserves life, health and happiness.
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Theme & Style Theme: Whole Earth, Holistic, Healthy, Green, Organic, Natural, Ancient & Modern.
Style: Insular Art Period (~ 600 a.d. through 12th Century) mixed with Modern/Organic simplicity. Insular art includes influences from Celtc, Irish, Romanesque and Ancient Greek schools of art and thought.
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Strategy T
he development project is aimed at increasing education and understanding about Urban Beekeeping, the role of bees within the ecological community and promotes a holistic and earth centered view in regards to overall health and aesthetics. By marketing Honey Dew Bee Company as the only raw honey urban beekeeping food spa that promotes holistic health and education of a locally sourced and renewable food source derived from Urban Beekeeping, we set them apart from the competitors as well as instill a sense of social and economic responsibility and create a link between the product and the holistic community.
and as a holistic ingredient and its uses in health products. Also Honey Dew Bee Company would like to solidify their reputation in the community as a healthy and organic venue for both a food product and as a spa where the same product is in use for holistic/ homeopathic therapies.
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he assets and campaign he primary goal of this strategy is campaign is to promote brand planned in such exposure within the Atlanta a way that it market, education of the creates a steady yet general population about the powerful push towards importance of the honeybee and its roll in community recognition the ecological wellness of the community, and client adaptability. education of the consumer market Each asset builds upon its about the benefits of raw honey predecessor much like the building blocks of both as a renewable food source life and society or the history of the human
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race. Each aspect of the campaign reflects a specific audience whether it is the everyday consumer or those in the Holistic/therapeutic field.
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n order to define itself as a unique and dynamic product Honey Dew Bee Company will pull associated historical references into its media designs as well as being in direct contact with local holistic practitioners and attending “holistic markets” where their products can be used.
local business using their products in order to create awareness and mutual advertising.
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nline websites are currently utilized by the competitors but not in a concerted marketing effort. Tactics will include “honey shots” on instagram and facebook where individuals can win products from the company by showing themselves using the products and posting the images.
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urther, Honey Dew Bee Company will use a motivated “tasting, testing” member ship and social marketing push in partnership with
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Look 16
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Inspiration
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