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 it’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”
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
No
100%
No
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
15
30
45
60
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 it’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