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Signed by bees

Signed by bees | A. Darbo AG | Demner, Merlicek & Bergmann
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basics
Industry: Food
Media:Design & Branding
Market:Austria
Style: Minimalism
descriptioncnen
Outcome

Darbo was able to strengthen its brand positioning as well as solidify its market leader position in honey. Sales of special Beekeeper Honey not only increased, but this simple idea was able to unify country-wide beekeepers under one organic label. Many of these limited-edition jars will live as design pieces in homes and hotels across the country for a long time to come.
CampaignDescription

To create the first ever bio-labels signed and designed by bees. Each bee-branded label should reflect the uniqueness of the beehive that created the honey itself.
Synopsis

Every beehive creates its own special honey. The taste, color and purity of the honey is always a reflection of the environment where it is made. However, industrialized honey is often adulterated by mixing different kinds of honey together. Industrialized honey is threatening the livelihood of specialized local beekeepers that put a lot of time and effort into creating pure, organic honey that keeps all its natural goods. Darbo wanted to showcase the quality of its Beekeeper Honey, which uses only the best, locally-sourced honey from Austria.
Strategy

Darbo’s positioning (all-natural inside) was elevated to a new level. For the first time it was carried to the outside of the product (label/packaging). The target group and customers for this product were not only honey-lovers across the country (souvenirs, gifts and design pieces for their homes) but also the tourism industry. The jars became fixed ’installations’ in Austrian hotels, known for their exquisite and lavish breakfast buffets.
Execution

Special porcelain jars were created, with an exposed label and space for the bees to work their magic. The jars were then placed directly into the beehives by the beekeepers. From here on out, the bees took over. Each individual beehive made its own bio-label on the honey jar. Over a period of several days, a few dozen specialty products were created.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Design:
Account Supervisor:
Account Manager:
Producer:
Post Production:
Other credit:Retouch Artist: Marco Antonio Do Nascimento
awards
Cannes Lions International Festival of Creativity 2017
Silver Design
Special Editions & Promotional Packaging
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Food
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