Airtype – Fool’s Gold Honey

“Airtype is a full-service design agency with offices in Oregon and North Carolina. We recently partnered with Fool’s Gold Honey, a premium retail honey company, to provide Naming, Branding, Packaging and Photography. Fool’s Gold bottles honey from small-batch farms around the world under the banner of a singular private label company.Naming the brand was our first challenge. With countless local and national honey products on the market, we needed a top shelf name that would stand out. Drawing from a child-like sense of wonder and honey’s unmistakable hue, Fool’s Gold hit the sweet spot as a unique, classy and lighthearted name for this remarkable honey brand.Branding for honey companies often treads the same familiar territory. From the outset, we desired to create something beautiful but playful. We paired the wordmark with mismatched typefaces to lend the logo an off kilter vibe. The resulting branding appears elegant, yet doesn’t take itself too seriously. The scalable custom logotype can be distilled down to a simple monogram for applications where space is limited.After refining the branding, we moved straight into packaging design. The company’s evolving selection of flavor offerings created an immediate challenge. We built a color system as an intuitive solution, allowing consumers to easily distinguish flavors through a palette of warm complimentary colors. For retail customers, our hope is that finding Fool’s Gold on the shelf feels like stumbling upon a hidden treasure.”