IDEA AD

Muhe Mesi / Mellow Honey

Kuidas sündis üks eriti muhe meepurk?

One autumn day there was a knock on our agency’s front door and there stood two bearded guys, with swollen faces from bee stings. This was our first encounter with young and enthusiastic beekeepers, whose bigger mission was to cultivate Estonian people about bees, honey and beekeeping.

 

Hundreds of hours of research, days of fieldwork filled with bee stings (the things you do for clients!), and the mission was formed into a vision:

A new, trustworthy and approachable Estonian honey brand Muhe Mesi (“Mellow Honey”) was about to come alive.

As all other honey brands on the shelves are yellowish, we wanted something distinctive and chose black as a primary colour. To soften things, the packaging incorporates drawings and interesting hand-written facts about honey usage and its origin, keeping mellow attitude in all the steps.

Eventually we didn’t only create just another piece of packaging, but a bigger story. A story reflecting what our two bearded beekeepers wanted to offer.

As all other honey brands on the shelves are yellowish, we wanted something distinctive and chose black as a primary colour.

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