Deluxe Honeydrop began with a simple desire to challenge the beverage market with an alternative to the heavily-sugared, artificially-flavoured players dominating shelves. Following a bout with cancer, founder David Luks studied the holistic merits of a healthful lifestyle and the medicinal benefits of organic honey. The vision for an organic flavored water – infused with premium juices and a drop of organic honey – came shortly after.

Our task was to create a strategy and design for the Deluxe Honeydrop range that clearly communicated organic honey’s many unique benefits, while still promoting the simplicity of such a feel-good, flavourful product.

Deluxe Honeydrop's design challenge was creating an identity that would stand out as bold and new in an already saturated category of healthful beverages. From design to tone of voice, to color choice and structure, the brand had to communicate that it was different - natural where others are artificial, pure where others have additives, and iconic where others are average - and still put forth the healthful benefits in a clear, simple and unique way. The key objectives then demanded that Deluxe Honeydrop’s brand identity be as iconic as it is approachable, and as bold as it is desirable.

Deluxe Honeydrop was initially launched in just 17 Whole Foods stores throughout New York, New Jersey and Connecticut. Because of strong consumer reception generating much public buzz – a direct result of the brand’s unique design strategy – Deluxe Honeydrop has since expanded to every Whole Foods store from Maine to Virginia.

Our solution utilized a simple – albeit visually impactful – symbol of the honey-dipper Bee to hero honey as the heart of the brand in a friendly and approachable way. We set this symbol in conjunction with simple copy that, when read together, tells of each brand variant’s healthful benefit: Bee Good, Bee Alive, Bee Calm, Bee Strong. This jovial tone of voice continues on the back of pack copy and website; further telling the brand story and nutritious advantages of organic honey. Altogether, these choices create an ownable language that translates across all points of communication for Deluxe Honeydrop.