Homewood Honey
The Vision Homewood Farm, a historic New Zealand sheep and beef station, was undergoing a generational transformation. With the Tatham sons returning to the family land, the goal was to pivot from a traditional farming model to a diversified destination that leveraged the farm's unique assets: stunning hospitality offerings and an abundance of high-quality produce, including farm Manuka honey.
The challenge for the honey was clear: how do we take a natural, homegrown product and package it in a way that communicates its premium quality, unique Wairarapa provenance, and the rich family legacy behind it?
Our Role Our creative team partnered with Homewood from the initial concept phase to build a cohesive brand identity that could support the entire enterprise, with a crucial focus on product lines like Homewood Honey and future botanical skincare.
1. Distinct yet Unified Identity
While the core Homewood brand was designed to be warm and comprehensive (covering the Homestead and Storeroom), the product line needed an elevated, standalone feel. We developed a flexible brand mark that allowed the "Homewood Honey" identifier to work seamlessly with the parent brand's authentic, hand-drawn aesthetic.
2. Provenance in Packaging
The design aimed to be both classic and contemporary, reflecting the integrity of the product inside:
Custom Iconography: For the wider brand we created a set of bespoke line illustrations, including the beehive and native flora. These illustrations are not just decorative; they serve as a unique brand icon, reinforcing the homegrown, natural origin of the Manuka honey.
A Refined Palette: The primary colour palette for the honey packaging was grounded in deep, rich colours drawn from the farm - specifically utilising an elevated black and gold/earth-tone combination bring through the golden tones of the manuka honey inside.
DELIVERABLES
Brand Strategy.
Identity Design System.
Illustration.
Graphic Design
Packaging Design
