This is a competition brief from my second year at university. The JKR Juice competition this year was to brand and design packaging for an urban honey company.

During my research I discovered a bird called the honeyguide that leads humans to honey and decided to brand the company with the name of this bird. My logo uses the hexagon shape found in honeycomb and contains an H also based on this shape, initially to link with the brand name but also to turn the hexagon into a bird's face.

From the honeyguide bird I developed a theme of discovery that I carried across into the packaging. Each label shows the image of some famous architecture or a landmark from the city the honey came from but the image is mostly masked by the label, only a section is visable through the logo.

The label is a wrap around with the top layer having a cut out that allows the image below to be shown in the logo. The label can be peeled back to reveal the whole image of the architecture or landmark, fitting in with the theme of discovery.