Real Good Honey

100% honest Australian honey

Member: 16
Room: On the shelf
What we made: Brand strategy, naming, brand identity, packaging design, creative direction, digital design, campaign, print collateral

Honey with nothing to hide.

Presented with the challenge of setting apart a brand poised to redefine the Australian honey market. Tasked with naming, brand identity, proprietary bottle design, advertising, and creative direction, Our aim was to capture the brand’s spirit, pioneering innovation, transparency and sustainable practices within the industry.

Real Good Honey represents a commitment to quality, redefining the honey market to appeal directly to consumers seeking authenticity and transparency in their purchases. The brand’s identity, developed through close collaboration with the founders and brand ambassador Nick Cummins, resonates with a discerning audience and highlights its core values: transparency, quality, and a direct connection to the source.

The distinctive bottle design ensures Real Good Honey creates visual impact on shelves crowded with traditional offerings. This distinction is coupled with a visual language and narrative that communicates the brand’s unique selling propositions, including its innovative approach to sustainable packaging, production and dedication to creating a product that consumers can trust and love.

Through strategic art direction, we ensured that every touchpoint of the Real Good Honey brand reflects its commitment to excellence and innovation that not only captures the attention of consumers but also tells a compelling story of a company reimagining what honey can and should be.

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Real Good Honey bus-shelter poster: “It’s soooo good. It’s all you’ll be thinking about” with a nude man and a jar of honey

Beekeepers on the back of a truck loaded with hive boxes in bushland

Beekeeper in a white suit lifting the lid of a numbered hive among gum trees

Real Good Honey squeeze bottles on a breakfast table outdoors, toast and juice in front of a blurred figure

Real Good Honey campaign: a curly-haired nude man, censored, grinning in a honey processing plant beside a worker

Real Good Honey billboard: “Everything’s real goooood with Real Good Honey”, two bottles on a breakfast table, “Now stocked at Woolies”

Technical drawing of the Real Good Honey squeeze bottle, front and back, with dimensions

Real Good Honey eucalypt squeeze bottle, brown with an olive-green cap, on olive green

Real Good Honey wildflower squeeze bottle, brown with a mauve cap, on mauve

Real Good Honey website homepage: “G’day, we’re Real Good Honey” over a photo of a girl running through a field

Flat die-line of a Real Good Honey shipping box in khaki card, printed “100% Honest Australian Honey”

Beekeeper kneeling to talk with a small child in a bee suit at dusk

Real Good Honey poster in rust red: “Say hello to pure, honest, Aussie honey”

Close-up of kraft card printed “100% Honest Australian Honey”

Two Real Good Honey squeeze bottles side by side, wildflower with a mauve cap and eucalypt with a green cap