Grizzly Honey
Feed your inner bear with Grizzly.
Challenge
Grizzly Honey branding had long been stagnant, often relying on stock images and designs made in Word. In 2019, Grizzly, a boutique, market-only honey producer based in Western Australia, approached Made by Campfire with a bold mission: to completely disrupt the category. The challenge was to move away from the 'boring' status quo and develop a visual identity that felt fresh, modern, and high-energy. They needed a brand that wouldn't just sit on a supermarket shelf, but would actively command attention in a crowded artisanal market.
Outcome
We broke away from industry norms by developing a bespoke visual language centred around hand-drawn 2D illustrations. By creating characters and elements that 'interact' with the physical product, we transformed the packaging into a piece of brand storytelling. This tactile, illustrative approach repositioned Grizzly as a premium yet playful contender in the market. The impact was immediate: the rebrand drove a significant surge in both local brand awareness and sales, proving that even the most traditional products can find new life through unconventional design.
Concept Project: This is personal work created for a fictional brand to demonstrate specific design capabilities and creative exploration.
Strategy & Approach
Developing the Strategy.
During a one-day facilitated session, we identified the challenges faced by Jessy and Mark as business owners. They prioritised the needs and goals of their business and customers, laying the groundwork for the branding and marketing plans. The aim of this project was to revolutionise the honey packaging design, creating something fresh and unique, distinct from the common designs and colours currently used by other honey companies.
Our vision for the design involved incorporating 2D hand-drawn illustrations that interact with the product, using bright colours to make the product stand out.
Defining the Brand.
Through a series of exercises in the strategy session, we extracted and refined the key pillars of the brand. This process defined the brand’s personality, detailing how it should look, sound, and act.
Understanding the customer.
Jessy and Mark focus on their customers, targeting a wide age range from 5 to 25. They aim to attract individuals who love fun, colourful, and cute designs, while also caring about ethically sourced honey and sustainable packaging. To understand the needs of these customers, we created unique user profiles representing the diverse range of their audience. This helped us paint a clear picture of their demographics, psychographics, needs, and desires.
Positioning.
Understanding what the Grizzly brand stands for and who they champion helped us define the organisation's positioning statement.
"From the hive to the box: ethically made, consciously sourced."
Brand Design
A Spoon Full of Honey.
Grizzly aimed to create something fresh and new, breaking away from the repetitive designs that most honey companies use in their branding and media. This led to a design that incorporates 2D hand-drawn illustrations interacting with the product, emphasising that this is not just ordinary honey. This unique approach significantly boosted sales and brand awareness in their local community.
From the insights gathered during the discovery session, we transformed these ideas into a comprehensive new brand identity.
Andrew took our vision of 'ethically made and consciously sourced' and turned it into a brand that stands out on any shelf. The unique 2D illustrations and bright colours have made Grizzly a local favourite. We couldn’t be happier with the new identity!"
Result:
Improved customer trust and sales
You focus on your company.
We make it happen.
Before you go!
If you're in need of graphic design services for your business, Made by Campfire can help. We offer a full range of design services, including logo design, branding, business cards, posters, and flyers. Our team can work with you to create a cohesive brand identity that will resonate with your target audience. We also offer flexible payment plans that allow you to choose the amount and frequency of payments that best suit your needs.
Fire up the dial-up and let’s work together: andrew@madebycampfire.com
