Coveted in Asian markets for adding flavour to culinary dishes and its unique bioactive properties promoting health and wellness, Lion Mane mushrooms are wildly foraged mushrooms with a ‘shaggy’ appearance that genuinely lives up to its lion mane descriptor. Using refined extracts of the mushroom, Streamland has developed a unique Manuka honey blend aimed at the Asian consumer looking for new ways to use and experience this food source.
Digging down into Asian mythology and fairytales, we discovered a historical fable about an ancient ‘medicine man of the forest’, living off what nature gave him and creating potions and ointments from flora and fauna. From this, we created a literal tree-man of the forest. With a tree trunk face, his beard is made up of the leaves, flowers and Lion Mane mushrooms which are all found on the forest floor. To work with the choice of a craft paper label, the character was developed in pencil, giving it a soft and ‘of-the-earth’ aesthetic. The result is an unexpected execution for the mature Manuka Honey category, ignoring existing product conventions in favour of a deep product story.
CREDIT
- Agency/Creative: Onfire Design
- Article Title: Onfire Brings an Old Fable to Life for a New Honey Blend
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: New Zealand
- Market Region: Asia
- Project Deliverables: Brand Creation, Graphic Design, Packaging Design, Tone of Voice
- Format: Jar
- Substrate: Plastic
