Urban apiarist and founder Cameron Ulrich came to UnderStory looking for help with a brand identity design for her new company. Capital City Honey Company creates high-end artisanal products using locally sourced honey made in small batches at an apiary in Tallahassee, Florida. We discussed her brand vision for an identity that leans both luxury and craft, and focused on packaging designs that both fit in and stand out as unique and eye-catching.
2020 Communication Arts Design Annual - Trademarks
2021 Gold Addy Awards - Integrated Brand Identity Campaign, Online/Interactive Campaign, Packaging Campaign
2021 District 4 Addy Best of Category Finalist
We started with a logo mark and packaging design using simple bold colors, paired with a line-driven illustrated seamless pattern unique to the brand. The anchor of the brand identity is a logo mark with type that allows usage for various packaging needs. The mark features a nod to the Tallahassee capitol building fused with a honey bee along with rustic illustrations of various wild flowers commonly pollinated by honey bees.
The Capital City Honey Company website not only extends the brand design digitally with familiar design elements (check out the flying bee animation!), it also includes a simplified integration with the client's PayPal account. The content management system (CMS) allows the management of supply links for when products are out of stock or not in harvest. The CMS also allows the management of various other product listings as the business grows its inventory.
After we solidified the logo marks, we moved on to a cohesive packaging design system. The initial products were Raw Honey, Beeswax Candles, and Whipped Honey. We wanted to make sure we established a system for flavors and scents as future products are rolled out. Jar lids include the distinct logo mark consistent on all products.
The challenge was mixing food-based packaging with items like candles so that the family of products felt naturally cohesive but also distinct. The candles allowed for a bit more play with words and design elements to further expand upon the brand story. Establishing a unique owned pattern will allow future uses for branded items like packaging tape or packing tissue paper.
