Honey Dew Bee Company by Leanda Helms

Brand Book

Crafted and Presented by: Leanda Helms

Table of Contents X X X X X X X

X X X X

Intro Competitive Analysis & Need Narrative Voice & Tone Theme, Style & Strategy Design Inspiration Design Elements x Color x Shape & Texture x Typography x Imagery x Dynamic Elements Logo Development x Proper Usage Media Mix x Application Campaign Analysis Company Vision

Introduction Honey Dew Bee Company opened its doors shortly after the legislation for urban beekeeping was successfully passed. Since this initiative has gained traction Honey Dew Bee Company has offered education, products, charitable opportunities, and more to itâ&#x20AC;&#x2122;s surrounding community. Protecting the honey bee population and partnering with other local businesses are intitiatives that have driven our organization. In this brand book you will find key insights from the early stages of development to present day. Honey Dew Bee Company: Keeping Life Sweet

Competitive Analysis & Need

Market Position The honey market is on a steady decline due to the impending extinction of the production source, the honey bee. The daily overhead costs attributed to running a hive and the heightened popularity of raw honey, has made preservation more challenging. The passing of legislature in order to bring beekeeping to urban areas such as Boston and New York, has opened opportunities in unflooded markets across the United States. An urban honey company, who delivers unique quality products with the “worker” in mind and their local partners by thier side has yet to test the sweet rewards of this ancient practice.

Competitors Savannah Bee Company • features the product in unique ways • offers options including artisanal honey and health solutions • raw down home look and feel https://savannahbee.com Boston Honey Company • their unique item…beeswax candles • concerned with colony health • offers education on bee health • no clear design style or direction http://www.bostonhoneycompany.com

SWOT Analysis STRENGTHS

WEAKNESSES

• Health Benefits • Organic/All Natural • Local Company • Historical Practice w/ New Spin

• Overhead Cost/Maintenance • Possible Medical Emergencies • Smaller Market (for organic honey) • Lack of Knowledge of Product

OPPORTUNITIES

THREATS

• Increased Education (process & source) • Medicinal Research • Expansion in Unflooded Market (urban) • Preservation of a Natural Food Source (bees)

• Processed honey production (convenient) • Extinction of source • Government Policy (FDA) • Economic Status

Narrative Sweet, delicious, healthy, and healing. Arguably the greatest qualities of our product. As “workers” at Honey Dew Bee Company, we spend countless hours producing a raw additive that can be used to sweeten your tea, brighten up your breakfast, or suppress that nagging cough. With you, the consumer, in mind we work to remain loyal and reliable even in the most extreme conditions. However, harsh environmental factors are taking their toll and our family is quickly disappearing. Help to support your local “workers” here at Honey Dew, by learning more about our “hive” and how we are

Voice & Tone Honey Dew Bee Company has a warm, inviting, authentic, yet informative tone. This allows the company to appeal to a large market, specfically male/female in thier late 20’s to early 30’s who are concerned with preservation and supporting local businesses. The target market will be somewhat health conscious, having done some research about factors which are beneficial when ingesting honey,and will understand the dynamics of the current impending honey bee extinction. All members who are included within this persona are searching for a raw product that is fairly priced, a company that is concerned about the source (the bees), someone who will help them utilize the health benefits of the product, and a company who's look and feel is simple, modern and overall visually appealing.

“ warm, local, helpful ”

-target audience description of “HDBC”

Theme, Style, & Strategy Design Strategy Information placed here about the design strategy of Honey Dew Bee Company. Strategy furthered by design inspiration and implemented media mix.

Theme 1 Information

Theme 2 Information

Theme 3 Information

Theme 4 Information

Design Inspiration 1. Swiss Design • use of sans serif typefaces • asymmetrical layouts • addition of type and photography 2. Pictorial Modernism • influenced by Cubism and Modernism • vector illustration style • known for simplification of flourishes 3. Paul Rand • known for his symbolic-like illustrations • simplified vector style • minimalist design; New York School 4. Lester Beall • prominent use of lines • use of bold/rich color palettes • illustrative style; Modern American Design

Design Elements The design elements of a campaign truly pull the brand together. These elements can include, but are not limited to, shape, texture, color, typography, imagery, and dynamic elements. (which include sound/video)

Color

The defined color palette should be used for all design collateral in the Honey Dew Bee Company campaign. These colors should also be taken into consideration when selecting appropriate imagery. Varying opacities from this palette can be used.

c: 29 M: 58 Y: 100 K: 14 | R: 165 G: 108 B: 41 | #a56c28 c: 100 M: 94 Y: 41 K: 51 | R: 17 G: 23 B: 63 | #10173e c:21 M: 17 Y: 29 K: 0 | R: 203 G: 198 B: 179 | #cbc6b3 c: 63 M: 55 Y: 54 K: 28 | R: 89 G: 89 B: 89 | #595959 c: 100 M: 100 Y: 100 K: 100 | R: 0 G: 0 B: 0 | #ffffff

Shape & Texture

Shapes are used for the basis of all illustrations within the campaign. The general style features clearly defined angles, both simple and complex forms, and a combination of both fill and stroke. The textures used help to further the warm, local helpful vibe. “HDBC” focuses on natural textures such as wood grain and soil. Illustrated textures include parallel lines and a “weathered” look featured in the honey comb pattern found in the background of most images.

Typography

A good understanding of typography can be a crucial tool to any designer. The typeface selections for the “HDBC” campaign are as follows: Header Aracne Ultra Condensed Subhead & Body Copy Century Gothic Regular

Imagery

All imagery should be chosen with the color palette in mind and should represent the brand in a positive way. Most imagery used features our product or our workers.

Header Typeface: Aracne Ultra Condensed

abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()<>?;:’”[]`~ Subhead & Body Copy Typeface: Century Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()<>/[]~

Dynamic Elements

Dynamic elements is an umbrella term used to describe elements that may be used in collateral such as video or radio. Video should remain clean-taking into consideration all of the design elements aforementioned in this book. Imagery or video content must be carefully selected and treated in order to match the color palette as closely as possible. Any sound content should have a clean “bright” approach (meaning voiceovers should be upbeat). A sound signature can be used and features the buzz of a bee and the tagline “Honey Dew Bee Company: Keeping Life Sweet.”

Video Content featuring the clean bold illustrative style of “HDBC”

Logo Development Overall Logo Development

The logo for Honey Dew Bee Company was developed after some careful competitor analysis, multiple design iterations, and consumer surveys. It is because of this that it is carefully crafted to portray a silent sense of strength while prominently featuring our greastest asset the bee. The following guidelines are meant to help feature this essential part of the brand in a positive fashion. Seen here: multiple color iterations. If possible the full color logo should always be used-revert to single color only if needed.

Logo Development Stages/Iterations

As stated before, the finalized logo was developed over time through process of iteration. On this page you will find some of the orginal vector illustrations which were reviewed by memebers of our target audience. Ultimately logo number two was chosen to represent the brand.

Honey Dew bee Company

1. 3. 4.

honey dew bee company honey dew bee company

Do Not’s

When using the Honey Dew Bee Company logo, please refrain from: • stretching the logo unproportionally • recoloring the logo • rotating the logo • changing the “messaging” • inverting any element • placing the logo so it becomes unreadable When placing the logo adhere to the clear space definitions found directly to the right of this text. If you have any questions regarding the use of the logo please contact “HDBC.” The clear space around the logo is defined by our workers! (use the bee in the logo to find the appropriate spacing)

Media Mix

Media Mix Summary

Product Branding Recipe Cards Monthly “Honey Crate” Mobile Application Desktop Website Restaurant Branding “HDBC” Facility Tour

A media mix and its application is crucial to any brand who is looking to spread a message and product. Honey Dew Bee Company is no exception, “HDBC” truly is seeking to raise the awareness needed to keep one of our greatest natural food sources alive. The media mix outlined in the next few pages was carefully crafted to effectively reach the target audience defined previously while minimizing the budget. While the options are quite literally endless, we hope that some of the examples will help to clarify proper media selection and design. Again if you have any questions, regarding the media mix and its application, please contact “HDBC.”

HDBC Product Branding

Honey Dew Bee Company is focused on providing their customer not only with quality products but also with beautiful products. In the illustrated imagery to the right you will find product branding including honey, beauty products, clothing, and other assorted items.

Honey Dew Bee Company PRoduct branding

raw honey

raw honey keeping life sweet

HDBC Recipe Cards

The “HDBC” recipe cards were developed with our local partners in mind. It was our goal to help feature our local friends delicious treats on cards easy enough to keep in grandmas recipe organizer. All cards feature the special ingredient “HDBC Signature Honey.”

1. Backyard nola swingers 2 cups - “HDBC” honey ¾ cup - water 2 quarts - grapefruit juice 1 medium - jalapeno pepper, thinly sliced 1 (750-ml.) - bottle dark rum 8 - fresh rosemary sprigs 8 (16-oz.) - Mason jars ice Stir

2. brown butter-pecan granola

¼ cup “HDBC” honey ½ cup (1 stick) unsalted butter ¼ cup (packed) dark brown sugar ½ cup sweetened dried cranberries 2 teaspoons vanilla extract ½ teaspoon ground cinnamon 2 cups old-fashioned oats 1 teaspoon orange zest ½ cup pecans

3. spicy honey-glazed parsnips 1 tablespoon of “HDBC” honey 2 pounds parsnips, peeled, cut into 3” lengths ¼ cup olive oil Kosher salt & black pepper ¾ tsp. crushed red pepper flakes 2 tablespoons unsalted butter 1 tablespoon apple cider vinegar

2. brown butter-pecan granola

35-40 minutes @ 450°

4. rice pudding w/ pears & Honey “HDBC” Honey (for serving) 1 cup arborio rice 5 cups whole milk ½ cup sugar ½ teaspoon orange-flower water 1 pear, sliced Boil rice Simmer: 30-35 minutes

HDBC “Honey Crate”

Once again on the right you will find another illustrated example of a Honey Dew Bee Company product. Our monthly “Honey Crate” is by far the product that has received the best response from our target market. The features of the monthly “honey crate” subscription. Proceeds of the monthly crate go towards the preservation of our hardest workers, the bees.

Beauty Product (Lotion etc.)

Honey Dew Bee Company monthly Honey crate

keeping life sweet

LOCAL COFFEE SHOP GOODS “HDBC” Apparel gift card

“HDBC” Raw Honey Products raw honey

raw honey

LOCAL bake SHOP gift cards

HDBC Mobile App and Website

Honey Dew Bee Company realizes the importance of an online and on the go presence and it is because of this that we launched our mobile app and website. We found a clear stylistic approach similar to this book and some of our signature illustrations to be the perfect combination to make a landing page our target audience would want to visit.

HDBC Restaurant Branding

To go along with our recipe cards, Honey Dew Bee Company wanted to feature our beloved product in some dishes of our own. It is because of this that we created Honey Dew Restaurant. Almost all of our recipes feature the honey our workers are known for and the general asthetic and motif directly echo the prexisting branding of HDBC.

HDBC Facility Tour

Honey Dew Bee Company is all about preservation. However, without education there is no preservation. It is because of that simple fact that we opened our doors to the public to raise awareness and help educate those who care. All visitors will have a chance to visit the hives, meet our workers, learn about the science of bees and honey, and shop in our HDBC branded gift shop.

Arrive at “HDBC” The Science of bees and honey

raw honey

honey dew bee company production facility tour Tour The Hives & Meet our Workers

“HDBC” GIFT SHOP

Campaign analysis Our customers are equally as important as our workers and it is because of this that we requested their feedback. On the next few pages you will find the results of the numerous surveys we asked them participate in. Some results felt pretty obvious while others left us rather enlightened.

Honey Dew Bee Company Marketing Analysis *Analyzed Responses from 21 individuals from target market Yes

In a previous survey participants stated that they tend to support local businesses over others. Do you feel that the Honey Dew Bee Company "Honey Crate" supports this message? Yes

100%

In the previous survey a majority of the participants stated that they find the conservation of the honey bee population to be somewhat important. Do you feel as though the "Adopt a Hive" program effectively supports this data?

After seeing the design assets, how interested are you in this product?

Extremely Interested Very Interested Moderately Interested Slightly Interested Not Interested At All 0

When seeing the above imagery what descriptive words come to mind? • Very Earthy, Natural products being sold. Clever use of the honey bee emblem. • Simple, clean • iconic / illustrated, appealing, simple, modern • modern clean winter schoolhouse home- interior/exterior trendy iconic succinct • warm, local, helpful, beneficial, responsible, for a greater cause, captures the cuteness of bees, good for your body, educational, free of chemicals.

The above image shows a brief overview of the Honey Dew Bee Company Facility Tour, would you be interested in this tour? Does the design match the style and vibe of the previously presented graphics? • Yes, it would be a fun experience Great consistency with design and I love the color palette. • I would! This image seems a little high-tech in comparison to the above image, but it is still cohesive. • Yes I would be interested in touring and it matches the style. I recognized the images and understand what the books are for now. maybe at a small pic of the bake shop that's listed above? or maybe that is all part of the gift shop. • Yes, I think the tour looks informative and different. The style matches the above posted imagery well.

The above imagery is for Honey Dew Restaurant, would you dine here? Would you like to see any other packaging or design for this establishment? • Cute Bag. Very interesting emblem . I like the use of the brown paper bag. • Possibly, uniform, how the decor looks at the restaurant, the restaurant sign. • I am a sucker for eat-local restaurants with all natural options, so yes, I would dine here. I would love to see a drink menu and/or coasters as well as additional to-go packaging. • I would be curious to check out the restaurant. I like the simplicity and neatness of the design. Would a portion of proceeds go to support preserving the honey bee? Could I sign up there to "adopt a hive"?

Campaign Vision Honey Dew Bee Company is an up and coming urban organization looking to educate others and protect itâ&#x20AC;&#x2122;s greatest resource, honey bees. Through the preexisting product line and intiatives we will continue to develop and grow programs focused on preservation and partnership. It is our hope that in the future communities will recognize the sweet benefits both honey and bees have to offer. Through the expansion of our multiple charitiable programs and our facility we will be able to broadly teach beyond our four walls. Honey Dew Bee Company: Keeping Life Sweet