Hello... 1
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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 usable on every level.
Honey Dew Bee Company
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Table of Contents Introduction Research
Goals and Objectives
Competitive Review
SWOT Analysis
Differentiation & 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
Logo Development
Logos
Clear Space
Usage Styles
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esearc
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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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Competitive 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, Eco-friendly 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
Target Audience Honey Dew Bee Company has two primary target audiences:
Persona 1:
Men and women within the Holistic/ Homeopathic community that currently practice therapeutic methods involving the use of raw organics for the purposes of medicinal and preventative treatments. The individuals within this community are predominantly between the ages of 2540 years of age and include an equal division between men and women. Many of the individuals within this group are aestheticians; massage therapists or homeopathic practitioners such as acupuncturists and eastern medical specialists.
Persona 2:
The individuals who fall into this group are predominantly between the ages of 20-35, individuals with heavy interest in raw and organic foods for the purposes of health and wellness. Women and families with small children and Men and women with a vested interest in health and body wellness are the target group. Most of the people in this group are interested in keeping healthy and fit, however also this does include the general population as well.
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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 Celtic, 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.
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 strategy is he primary goal of this campaign is to planned in such promote brand exposure within the Atlanta a way that it market, education of the general population creates a steady about the importance of the honeybee yet powerful push and its roll in the ecological wellness of the towards community community, education of the consumer recognition and client market about the benefits adaptability. Each asset of raw honey both builds upon its predecessor as a renewable much like the building blocks of life and food source and society or the history of the human race.
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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.
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 local business using their
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Look 16
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Inspiration I
nfluence and design ideas for the overall campaign and company design are being drawn from both the Insular Art period, which occurred between 600 a.d. ~ 900 a.d., and from a movement in art history known as Organic Modern. Organic Modern Design first appeared during 1930 ~ 1960 after which it reappeared in 1990 and continues today (Rontondella, 2013).
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prime example of Insular art inspiration would be the famous Book of Kells also known as the Gutenberg Bible, a book of illuminated manuscripts. The ornate styling of letters and art mixed together as well as the use of colors in simple shapes supports the organic and natural feeling of age that Honey Dew Bee Company represents.
Image Inspiration: Book of Kells
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uring this period of time textiles and fabrics were made from natural materials. Primarily those natural materials included Flax, Linen, Silk, Wool, Hemp, Cotton, Parchment, Vellum, Leather and Fur (Snell, 2015).
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rganic Modern design ideals are hese styles mixed together create a in keeping with Honey Dew Bee feeling of both new and familiar spaces Company’s principles and key core and ideas. concepts and beliefs. Some of the highlights of here insular art this particular design style and inspiration are: is detailed and full of • Mild Smooth Lines and color, organic design Sculptural Form feels new and almost • Holistic Design, referring minimal but sharing to the surrounding the overall message of environment natural inclusion and • Uses both Natural and homeostasis. synthetic materials from which it is easy to model organic forms • Delicacy in form • Buildings, architecture, furniture and design all harmonize and hypostatizes the natural environment and the current surroundings • Overall design stresses the needs of physical, spiritual and social Design Inspiration: Organic Modern desires
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Moodboards
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riginal Moodboard that was discarded and reworked in order to better blend the ideas of Insular Art and Organic Modern design.
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urrent moodboard. Reworked to better include imagery and inspiration from both of the chosen design styles. This moodbaord is cleaner and much more clear as to the mission and principles of Honey Dew Bee Company.
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Design Elements & Choices Textures, Textiles & Shapes
Natural Rosewood, Oak, and Ash Hemp Rope
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Natural fiber handmade paper with inset seeds
Hexagonal lines with hand drawn bee silhouette
Natural Fiber Burlap
Hexagon, Circle and Rounded Square basic shapes
Overlapping circles with alternating color scheme
Organic Elements
Typography Both sets of fonts are used for Packaging, Online and all media designs.
0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Used for Titles, Headings and Subheadings
Century Gothic 0123456789
abcdefghijklmnpqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Used for bodycopy, subheadings, notes and packaging
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Color Palette & Imagery Deep Sea Green C=90.08 M=49 Y=50.95 K=25.4 R=17 G=92 B=99 Hexidecimal= #115C63 Red Ocher C=18.7 M=83.89 Y=90.09 K=7.86 R=190 G=73 B=49 Hexidecimal= #BE4931 Yellow Ocher C=13.67 M=39.5 Y=92.89 K=0.34 R=219 G=158 B=53 Hexidecimal= #DB9E35
Golden Corn C=0.35 M=15.96 Y=80.6 K=0 R=255 G=211 B=77 Hexidecimal= #FFD34D
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Natural Eccru C=0.49 M=0.2 Y=18.99 K=0 R=255 G=250 B=215 Hexidecimal= #FFFAD7
Primary Colors Alternative Colors
Brand Essence:
Life is Sweet. This simple sentence sums up the primary directives and beliefs that are held by Honey Dew Bee Company. Historical and cultural research shows that honey and honeybees have always been held in high regard as bringers of life, strength and beauty. This is in a direct relation to the essence of honey Dew Bee Company who’s culture is the preservation and education of the Honey bee and the cultivation of a product that is life giving.
Vision/Theme:
Honey Dew Bee Company’s vision is whole earth and holistic health and community.
Image Criteria:
The image of Honey Dew Bee Company is a mixture of ancient and modern representing the current flux of the human mindset. Strong influences will mainly be pulled from the Insular Art period (600 ~ 900 AD) reminiscent of illuminated manuscript and Modern Organic Design (1930 – 1990 and on). All images and communications will have this feeling of being wholesome and decorated and at the same time being of nature and organic. Further images of the products being used and priduced as well as natural progrssions of images with people who fit within the persona criteria.
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Media Mix 26
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Media Mix
Prototyping Bus Stop Billboard aimed at creating interest in product and overall philosophy and brand vision.
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Stationary with envelope, Business card, Greeting card and Postmasters tube. Magazine/Poster layout created with the intention of introducing the new company into the neighborhood of Midtown Atlanta
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Logo .25”
.25”
1”
30 .25”
1”
.25”
D
o
0.2327” Tall
0.1972” Wide
0.1972” Wide
Honey Dew Bee Company 4” Wide
1.5” Tall
0.2327” Tall
Development 31
Logos
Honey Dew Bee Company Full Color
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Honey Dew Bee Company Single Color
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Transparent
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Clear Space Single Bee Logomark
(can be used in any of the chosen colors from palette)
.25”
.25”
1”
Clear Space
.25”
1”
.25”
Clear Space: 42pt Lowercase “E” from Organic Elements Font used in Logo 42pt is equivelant of 0.1972” x 0.2327” or 0.500888cm x 0.591058cm 0.2327” Tall
0.1972” Wide
0.1972” Wide
Honey Dew Bee Company 4” Wide
1.5” Tall
0.2327” Tall
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Usage
Honey Dew Bee Company
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Do not • shrink the logo to smaller than 1” x 0.375” • change the logo colors • reorder the layout of the logo • replace or skew parts of the logo • add strokes to the logo • remove parts of the logo • place the logo on busy or very dark backgrounds
Honey Dew Bee Company
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