Honey-sweetened drinks brand Just Bee has adopted a new brand identity and packaging design, in a bid to better communicate the drink’s benefits and secure interest from health-conscious consumers and health food retailers.
The new geometric bee icon is the hero of the design, with bright, clean colours used in the body to distinguish between the three flavour variants. The wings are a uniform “water blue” to emphasise the product’s inherent refreshment, while a golden droplet highlights the fact that each carton uses a single drop of honey.
The new design puts the honey bee at the heart of Just Bee’s brand proposition, increasing its prominence on the previous brand design, according to creative agency B&B Studio.
B&B Studio client partner Kerry Bolt said: “The Just Bee offering is very strong; it’s refreshing, low sugar and has the antioxidant properties of honey. It’s a unique proposition in a highly competitive market, so we needed to communicate all of those benefits with a striking, bold iconic design.”
And creative partner Shaun Bowen added: “The bee quickly became our hero, which has a lot of folklore associated with it. But we also had to ensure that the bee image was not reminiscent of bee designs found on honey jars. Our final bee icon is modern and crisp, but there’s a touch of warmth and friendliness to it, which the element of handwritten-style type for the flavour description also adds.”
Each Just Bee drink contains fewer than 50 calories and no more than 4g of sugar per 100ml, using only the natural sweetness of honey rather than refined sugar or artificial sweeteners. Available in independent stores plus Selfridges, Fortnum and Mason, and As Nature Intended, there are three flavour variants – blueberry, lemon and green tea, and apple and ginger – with a retail price of £1.59.
News of the redesign has been announced little more than a year after the brand was introduced to consumers back in May 2015.
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