Existing Honey Label//Initial Ideas

Below, are the existing Hillview Honey jar labels. As you can see, at the moment the labels are fairly outdated and need refreshing for the target audience. The Honey Brand is expanding, and is going to sold on her stall and in a couple farm shops in Devon. Ann (client) has got more people involved in helping her out, so it is important that the label is new and more appealing to a modern customer. To begin with I first narrowed down and specified the target market, so I know who I am designing for and who is going to be buying the honey:

Target Market: 

• People who shop as West Country farm shops/farmers markets
• Middle to Upper Class Market 
• People who like finer things in life 
• People who are willing to spend more on quality organic produce
• Quality over Cost  
• People who like to buy local unbranded produce

I asked Ann (client), what information needs to go on the Jar Labels? 

• Name of the Honey = Hillview Honey
• Weight 
• Made in Devon
• Produce of England
• Address/Lot No.
• Best Before End

Existing Hillview Honey Label

Initial Ideas

The label needs to be one colour on stock, to keep printing costs down. I spent some time sketching out some initial ideas, that are going on in my head.

I have figured that the design needs to be clean & minimal, contemporary and niche to appeal to the target market. I will also add a material jar topper to add a rustic charm to the jar, so it will sit nicely on the shelf. 

How is Honey made?

As my project is on re-branding Hillview Honey Jars, I decided it was important for me to have some knowledge behind how honey is made and some bee facts. A quick google search taught me...

Honey gets its start as flower nectar, which is collected by bees, naturally broken down into simple sugars and stored in honeycombs. The unique design of the honeycomb, coupled with constant fanning by the bees' wings, causes evaporation to take place, creating the thick, sweet liquid we know as honey.

Bee Facts

• Honey bees live in hives (or colonies). The members of the hive are divided into three types:

1) Queen: One queen runs the whole hive. Her job is to lay the eggs that will spawn the hive’s next generation of bees. The queen also produces chemicals that guide the behaviour of the other bees. 

2) Workers: these are all female and their roles are to forage for food (pollen and nectar from flowers), build and protect the hive, clean and circulate air by beating their wings. Workers are the only bees most people ever see flying around outside the hive. 3) Drones: These are the male bees, and their purpose is to mate with the new queen. Several hundred live in each hive during the spring and summer. But come winter, when the hive goes into survival mode, the drones are kicked out!

•  If the queen bee dies, workers will create a new queen by selecting a young larva (the newly hatched baby insects) and feeding it a special food called 'royal jelly'. This enables the larva to develop into a fertile queen.

• Honey bees are excellent flyers. They fly at a speed of around 25km per hour and beat their wings 200 times per second.

• Each bee has 170 odorant receptors, which means they have one serious sense of smell! They use this to communicate within the hive and to recognise different types of flowers when looking for food.

• The average worker bee lives for just five to six weeks. During this time, she’ll produce around a twelfth of a teaspoon of honey.

• The queen can live up to five years - busiest in the summer months, when she can lay up to 2,500 eggs a day! 

• Sadly, over the past 15 years, colonies of bees have been disappearing, and the reason remains unknown. Referred to as 'colony collapse disorder', billions of Honey bees across the world are leaving their hives, never to return.

Hillview Honey: Initial Research

Initial Research

As a starting point, I began by doing some initial research on existing honey jar designs which I found on , none other than, Pinterest!

 

This was part of designed as part of the Honey Club (based in London).  They developed a range of patterns for the packaging. Each pattern has been generated with an ‘invisible honeycomb grid’ allowing flexibility in a rigid system. I like the simplicity of the design, and suits my tarket market. I also need to take into consideration what shape label I could use!

 

Hillview Honey is made up of pollen from primarily clover flowers but lots of other wild flowers such as the ones pictured above, which could be an idea when it comes to designing or even thinking of a colour palette. Perhaps I could incorporate flowers into the design of the honey labels? 

I like the geometric simple bee shape logo, as seen above, it really reflects the natural hexagons found in honeycomb.

 

I like the idea of creating a hand stamp and stamping my own labels to tie around the honey jars such as the example above.

 

I could test out my drawing ability by drawing a bee? 

 I could create a repeat pattern? this could work well printed as a jar topper!

 

Thinking well ahead, but I like the simplicity of the brown paper jar topper stamped with the logo of where it is from and finished by a string tied around, very simple yet effective. It looks rustic and would appeal to my target market, which is people who shop at food markets and have money to spend money at farm shops as they feel like they are buying into the home-made rich quality/organicness of the honey. I feel brown paper always seems to add a rustic, earthy vibe to a project..

Brief 02: Hillview Honey

BA (Hons.) Graphic Design LEVEL 6 STUDIO BRIEF Client-set Brief Module Brief Hillview Honey Semester Outcomes Assessed Module Tutors

Brief

Hillview Honey is a small honey producer operating in the West Devon/North Cornwall area. We concentrate on producing top quality honey from the local clover pastures. The business is owned by Anne O'Farrell, who has been keeping bees for 14 years in Pyworthy and the Upper Tamar area. About the honey: It is primarily clover honey with some blackberry, tree and wild flowers. We do not place bees near oil seed rape as we feel this is detrimental to the quality of the honey. Hillview Honey needs a new logo, as it is now a well-established honey growing in popularity in the Devon/Cornwall region. The previous logo is out-dated and in re-brand to suit the target market. The Honey is stocked only in local farm shops, with emphasis on organic and local products so consider who shops at these places. The owner would like to see the logo working across a range of materials including, honey jars, paper bags and leaflets.

Background/Considerations

Research into existing honey brands and packaging  (primary/secondary)  Consider target audience and tone of voice. Consider different promotional materials (web presence)

Mandatory Requirements	Deliverables
Relevant Blog posts to support the development of the brief Photographed Outcomes Minimum of 5 Design Boards	A logo Range of designed products (eg. Honey Jars) Leaflets
Studio Deadline	Module Deadline
	23/05/16