Society Creates Premium Packaging for Rare Manuka Honey

Society Creates Premium Packaging for Rare Manuka Honey

Background
BeeNZ had in their possession a barrel of their highest ever UMF rating Manuka Honey. They approached us to conceptualise and produce a specialised packaging solution that would present the product as a luxury item that works well as a gift for local and international consumers.

Concept
With so many of Mother Nature’s ingredients coming together at the right place at the right time, this Manuka Honey may never be made again.

Thinking
When travelling, alcohol and perfume is often used as a gift. As this product will largely be sold in airports, our intention is that the packaging rivals the likes of premium whiskey, perfumes or fine wine.

Our approach was to hero the natural process of the product by crafting a narrative that talks about the four main ingredients that went into making this rare honey. Time, Place, Climate, and the Honey Bee. This story unfolds with the unpacking experience through design, copy and textures.

This approach allowed us to talk about how rare the honey is and build a sense of urgency with the idea that it may never be made again, adding to the gifting experience. It was important for us to harness the positive reputation New Zealand products have in overseas markets and communicate this through design and storytelling. It is a humble approach for the brand to hero these main parts of the process rather than the brand itself. Something that directly reflects the attitude of the company and the people that work there.

The details
All materials are uniquely sourced and meticulously chosen to enhance the experience and narrative of the product’s story. The box is a printed colour on Colorplan with a Coltskin texture to create a subtle feeling of climate, atmosphere and movement.

The dark green is inspired by the deep remote bush of New Zealand where the high potency Manuka is sourced. The colour green is widely accepted by multiple cultures who will likely be purchasing the product.

The use of both gold foil emboss paired with a more fluid blind deboss creates a luxury tactile feel. A gold laminate finish on the inside of the box creates an experience that heroes the honey and creates a beautiful glow on the jar itself that reflects the contents found inside.

To protect the product we have used a black violet glass jar sourced from Europe to ensure the product won’t degrade and will be kept at a premium level. With the use of these specialty stocks, finishes, handcrafted elements and detail, this is a truly unique piece of packaging for a truly unique product.

CREDIT

  • Design Agency: Society
  • Organisation/Project Type: Agency, Published Commercial Design
  • Article Title: Society Creates Premium Packaging for Rare Manuka Honey
  • Brand / Project Name: BeeNZ 29+ Manuka Honey
  • Strategic Deliverables: Research / Insight, Product Architecture, Tone of Voice
  • Design Deliverables: Packaging Design, Illustration, Structural Design, Graphic Design, Brand Experience
  • Location: New Zealand
  • Market Country: China
  • Market Region: Multiple Regions
  • Product Category: Condiments
  • Consumer Packaging Format: Box, Jar, Sleeve
  • Consumer Substrate / Material: Glass Jar, Pulp Paper

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