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Campaign Book


"By living in harmony with nature, one gains a healthy mind and body." Mata Amritanandamayi


Table of Contents THE RESEARCH

4

12 30 41 52

BRAND DEVELOPMENT BRAND ELEMENTS DELIVERABLES THE VISION


rese 4

Honey Dew Bee Co. Brand Book


e arch history

With a history of over 15,000 years, honey beekeeping is an ancient art that should be protected and cultivated. Backyard beekeeping is making a comeback thanks to a growing respect and concern for the earth and all that the bees do for it. The Honey Dew Bee Company cultivates raw and local honey, providing wonderful health benefits beyond the processed honey you may find on grocery store shelves. Raw honey contains minerals, vitamins, enzymes, and powerful antioxidants as well as anti-bacterial, anti-viral and anti-fungal properties (J. York, 2013). Some of the major benefits include improving digestion, boosting immunity, stabilizing blood pressure, relieving pain, calming nerves, and helping to relieve coughs and colds. Not only does Honey Dew cultivate the natural powers of raw honey, but local honey that is native to the geographic region it’s sold in so that it’s no secret where the honey came from. Honey Dew Bee Co. Brand Book

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campaign objective The purpose of this multimedia campaign is to introduce the Honey Dew Bee Company brand to the appropriate market and facilitate a deeper connection with the target audience, in turn creating brand loyalty and a satisfying, symbiotic relationship between the company, the tribe of consumers, and the beekeeping community.

a look at the industry Honey Dew Bee Company is located along the Gulf Coast of Florida, which saw an increase in managed bee colonies of 145 percent in the last eight years due to the growing population of backyard beekeeping. This is a perfect opportunity to take advantage of the popularity and existing abundance of urban/suburban beekeeping and increase the variety of honey cultivated.

• According to a usage and attitude survey conducted in 2013 by the National Honey Board, honey purchases for moms increased from 61 percent to 75 percent in 2013. • In addition, current users who place importance on the purity of the honey increased from 65 percent to 70 percent. Although the reasons for these changes were not documented, one could assume that these increases show a growing awareness of the health benefits of (pure) honey OR an awareness of the growing connection between processed sugar and illness. • The 2015 Nielsen Honey Category Review found that the market for organic honey grew by 32 percent compared to an overall category growth of nine percent, which means that organic honey is grabbing market shares (further supporting the theory of entering an era of heightened health consciousness). Honey Dew Bee Co. Brand Book

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competitive review

Honey Dew Bee Company: Gulf Coast region (central and north Florida, South Alabama, Emerald Coast) • Will be sold exclusively at local farmer’s markets and the brand’s boutique • Newly established company • Focused on providing artisanal raw, local honey crafted into natural remedies by being paired with other herbs and extracts • Supports/collaborates with local honey producers and those who participate in urban/suburban/ backyard beekeeping and striving to create a tribe made up of communities working together to protect bees • Holistic-minded and earth-centered focus on ancient healing properties of honey Urban Beehive / Sydney, Australia • Has been around for over 10 years • Sells raw, local honey and honeycomb, “just as the bees made it” • More focus on actual beekeeping (selling necessary equipment, offering educational courses, etc.) • Heavy support for the protection of local honeybee population • Puts beehives in city backyards, community gardens and on rooftops

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Major Competitor: Bee Raw • In business since 1999 • Seems to cater to similar demographic • Raw, “unadulterated” honey variety • Now also offering teas and coffees • Sold online, in Anthropologie stores, Whole Foods, Williams Sonoma, and other similar national retailers • Partners with family owned apiaries and supports fair trade (premium prices for premium products) • Supports and educates on beekeeping Gulf Coast Honey Bee Farms • Operating out of the Texas Gulf Coast, close in proximity to Honey Dew Bee Company • Raw local honey cultivated by one team of beekeepers • Sold only at farmer’s markets • Also makes lotions, lip balms, candles, etc. • Shares knowledge about bees in addition to selling product

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SWOT analysis strengths • • • • •

Infinite uses and benefits of honey leave the product possibilities wide open Brand and products are based on ancient art, so credibility is high Urban beekeeping is a growing trend, so lots of opportunity to work with those that want to make unique products from their honey Aligns with social shift (especially within target audience) of self-sustainability and eating whole and locally grown foods The only honey company that is akin to a craft beer company; it is not honey being sold, it is crafted remedies for wellness

opportunities • • • •

Endless potential for expansion (different geographical areas offering their own local versions of the products) Partnership with like-minded small business (yoga studios, bakeries, restaurants, spas, holistic healers, etc.) Growing curiosity and appreciation of holistic/natural lifestyle choices Online sales for convenience of consumer and wider variety of products regardless of location

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weaknesses • • •

Lack of mainstream knowledge/education/misconceptions on the health benefits of honey Will not be carried by grocery store chains where many people shop (inconvenience of having to make special stops for the products) Slightly higher cost that comes with higher quality may be hard to swallow for some

threats • Impossibility of FDA approval (FDA can regulate but does not approve all-natural products, only those with medications/chemicals present) • Colony Collapse Disorder creating a shortage of honey • Possible safety issues with bee keeping • Process of working with and cooperating with many local beekeepers as partners in the business

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bra n

"Not so long ago, man lived in harmony with nature. We did not need the use of chemicals, poisons, and altered genetics to maintain our food

supply. It is time to return to that balance." unknown Honey Dew Bee Co. Brand Book

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m p e o l n e t v e nd d

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target audience Males and females ages 28-44 living in and around the Gulf Coast region with existing interest in holistic/natural health solutions. Education tends to be higher than high school diploma and household income is over $50k/year.

• Nielsen noted a demographics shift: a notable increase in honey consumption in households making over $70,000 per year as well as younger households (under 44 years of age) with a female as the head of the household.

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• There was also a 13 percent drop in consumption by those without a high school diploma.


These statistics suggest that an ideal target market would be male and female (added focus on female) consumers between the ages of 28 and 44 with some sort of higher education and making over $50,000 (since the $70,000 mark was for household income, not individual.) Honey Dew Bee Co. Brand Book

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market positioning Honey Dew Bee Company is the natural wellness-focused craft honey brand, breathing new life into the ancient art of beekeeping and cultivation while harnessing the powers of honey. The brand is targeted at those that already understand and value the benefits of raw, local honey and that seek artisan products with natural healing properties. Based on research findings on trends in consumption and demographics, the brand will focus on those who are already a part of the recent period of enlightenment towards health and wellness consciousness and concern for the earth as well as the trend towards whole foods and buying local. For this reason, HDBC products will be sold exclusively at local markets and the HDBC stores. This is the “foodie� honey that is of such quality and benefit to the consumer that they do not mind paying a higher price than they would for a lesser honey, especially when profits are in part used to support beekeeping. Despite the slightly higher price point and craft-nature of the brand, it is still very much an earthy, warm brand. people buy raw, Only 18% ofunprocessed honey

Honey Dew Bee Company is in the business of helping to keep the planet, and consumers healthy. The brand is earth centered and community oriented, so aims to become the heart of the beekeeping community, thus garnering the ability to educate and involve consumers in the fight to save the bees, perhaps even feeding the growing trend of backyard beekeeping.

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raw

local

According to NaturalNews.com, 82 percent of households use processed honey; Honey Dew Bee Company will be focused on the other 18 percent.

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strategy Dierentiation will be achieved by focusing on a deeper purpose: community, harmony with all living things, artistry, and a mindset centered around holistic wellness. The success of this campaign rests on setting the Honey Dew Bee Company apart from the many other honey companies. This will be achieved by focusing on a lifestyle that comes along with the brand, as well as the values, purpose, and philosophy. The strategy to create brand loyalty and a tribe of consumers to join in the fight to save the bees will be consumer oriented, focusing a certain lifestyle associated with the brand values. Since honey can be found in every grocery store and many product features can be duplicated by competition, the focus will be on creating an image of the consumer that implies personal improvement through the brand, showcasing results and benefits of using the product and how it affects an overall lifestyle. Lifestyle advertising creates an image of the consumer and implies a large personal improvement through use of the product (Felton 55). To make sure that the brand is able to speak to both the emotionally-driven and knowledge based consumer, there will also be a small amount of focus put on the benefits and uses of the different products offered as well as the colossal importance of joining or supporting the urban beekeeping trend. Focus will also be placed on supporting the local beekeeping community and the individual’s part in saving the bees. Some focus will also be placed on the healing properties of raw, natural, local honey, especially with the herbal and infused blends offered by the HDBC. Honey Dew Bee Co. Brand Book

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"When you choose the Honey

Dew Bee Company, you are not just choosing the weness

benefits of premium craft honey,

you are choosing to become a part of something bigger." founder, Honey Dew Bee Company

plan of action By focusing on targeting the appropriate audience, which is about 18 percent or less of the general population, the HDBC message is at a lower risk of being lost on deaf ears. Using the research results, we will go forward with a thoughtfully designed complete branding campaign that evokes an emotional response from the audience and compels them to choose the HDBC. In doing so, the HDBC will go through appropriate mediums to which the target audience has a greater chance of exposure. Honey Dew Bee Co. Brand Book

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n

m Honey Dew Bee Co. Brand Book

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d in


brand attributes

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l a i s t m i v . . s o s r e ga n l l e w . nu g n r turi t r i s a t l r u y. f

na tu ral

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. y t i n u m m o c g. Honey Dew Bee Co. Brand Book

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brand persona

Honey Dew Bee Company’s target persona, Tara, is 31 years old and lives along the Gulf Coast of Florida. She has a Masters Degree and works as a Digital Strategist for a travel company. Between her and her fiancÊ, they have a household income of $110,000, and she would rather spend her disposable income on things such as high quality food, travel, and experiences versus an expensive luxury car or high tech gadgets. She spends several hours a day on social media and reading online publications and lifestyle blogs. As opposed to traditional radio, she listens to radio streaming sites such as Pandora and Spotify. She is environmentally aware, health conscious, and is interested in holistic medicine, natural remedies and learning about the healing powers of food. She has an organic garden in her backyard, shops at Whole Foods type stores, local farmer’s markets and mom and pop style stores/boutiques. Honey Dew Bee Co. Brand Book

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our people young, “crunchy� moms

28-44

interest in holistic healing education higher than high school diploma men and women, couples and singles

current raw honey consumers

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creative exploration original mood board The fonts, textures, and shapes support both the raw, hand crafted and the fresh, progressive sides of the brand. The interaction between the elements symbolizes harmony between all living things and that choosing the Honey Dew Bee Company not only means choosing the healing powers of premium craft honey, but to become a part of something bigger.

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logo sketches

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creative exploration The following are results from a survey conducted to determine the effectiveness of the initial logo sketches for the Honey Dew Bee Company. Getting into the first couple of questions on the survey, it was immediately apparent that logo #5 was out. Logos 1c, 3, and 5 were also clear losers. Those that fell in the middle ground were 1a, 1b, and 4. Those in the 2 series were proven to be the most appealing right off the bat.

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The next step was to go through and make a list of positive and negative responses associated with logos 1, 2, and 4. Solely based on the depth of the responses for number 2, it was clear that this design evokes more thought and emotion from respondents than any of the others. Other suggestions provided by respondents included accentuating the hands to make a clearer hexagonal shape and keeping it simple to express the raw nature of the honey. Below is the result of these findings.

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media mix

An integrated media mix will be used to introduce the Honey

“Developing and delivering a consistent content

Dew Bee Company to the market. Based on research findings,

experience doesn’t mean you publish the same content

keeping information broader at the top of the marketing funnel

to each channel. In fact, it might be exactly the opposite.

allows it to reach more people. The information may be more

Consistency relates to the messaging, the branding, the

general, but it should paint a clear picture of the brand and

positioning, the information, etc. The delivery needs to be

serve as an effective introduction.

unique and specific to the intended device.” - (Is Transmedia Storytelling the New Digital Marketing?)

Within that media mix, I will be using transmedia marketing so that different elements of the narrative will be expressed through the appropriate channels. This will allow the brand story to be told clearly and with a strong message instead of diluting any one outlet with too much many messages at once. Honey Dew Bee Company’s target audience is made up of ages 28-44, which means the top end of the Millenial generation and the younger end of Generation X. That being said, both of these groups were taken into consideration when choosing the media mix for Honey Dew Bee Company. Nielsen insights show that more Millenials use radio each week than any other generation, followed by Generation X. With that said, Millenials are not as likely to necessarily listen to more traditional radio. They instead use streaming sites such as Pandora, Spotify, and Apple Music. According to Forbes, on-demand streaming accounts for 51% of a millennial’s daily listening. This will support the objective of initial brand

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recognition and awareness (Forbes).


The HDBC’s target audience has a slight tendency towards women, so this particular group needs extra consideration.

The following is my recommendation for Honey Dew Bee Company’s media mix: • Website complete with blog including content

According to The Next Web website, women make or influence

marketing/SEO including topics such as benefits and uses

85% of all purchasing decisions. Even more specifically, a major

of honey as well as the other herbs/fruits used as infusions

focus for the HDBC is mothers under the age of 44. This fact

(natural remedies, recipes, etc.), spotlights on the

paired with the likelihood of this age group being present on social media makes the following statistics especially important. The Next Web states: • 55% of active (daily) social media moms said they made their purchase because of a recommendation from a personal review blog • 18.3 million Internet users who are moms read blogs at least once a month • 90% of moms are online vs. just 76% of women in general • 78% of women in the US use the Internet for product information before making a purchase • 33% research products and services on-line before buying offline • 58% would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops)

beekeepers and origin of the honey, beekeeping tips and information, community spotlights and humanitarian pieces • Social media ads/ campaigns • Ads on radio streaming sites (Pandora, Spotify, Apple Music) • Television ads • Print ads placed in local publications and appropriate locations

After seeing these numbers, it is clear that the HDBC’s online presence needs to be top priority, including content for the blog, etc. Finally, in efforts to make HDBC’s presence known in the local areas of operation, physical marketing materials need to be created to disperse to appropriate business locations. After the initial assets have been put to action, email marketing should be implemented for subscribers to further brand connection and loyalty.

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Honey Dew Bee Company is the natural-road-to-wellness honey brand, cultivating and crafting the healing powers of raw, local honey into artisan products that taste as good as they feel. We’re in the business of keeping people happy and healthy, body and soul. Through our promise of living in harmony with the bees, the earth, and each other, we’re at the heart of communities who are passionate about breathing new life into the ancient art of beekeeping. Honey Dew Bee Co. Brand Book

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br


s t n e m e l rand e Honey Dew Bee Co. Brand Book

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logo usage 1

2

4

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3

5

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1: main logo

2. multi-color logo

3. one color logo

This version should

This version is used

This version can be

be used in all cases

when a more feminine

used for print, web,

unless otherwise

or vibrant mood is

and any case when

specified.

called for.

color is not used.

4. rectangular logo

5. dark backgrounds

This version is used

This version is used to

when the name of the

ensure enough contrast

company needs to be

between the logo and

more dominant, or the

the background.

design calls for a more rectangular shape.

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voice & tone To resonate best with the intended audience, the communicative tone of the brand is warm, uplifting, genuine, light, but soulful, nurturing, earthy, fresh, progressive, and feminine. The brand is earth centered and community oriented, and aims to become the heart of the beekeeping community, thus garnering the ability to educate and involve consumers in the fight to save the bees, perhaps even feeding the growing trend of backyard beekeeping. Honey Dew Bee Company uses clear, direct statements that are uplifting and connecting, using powerful wording without being fake or “fluffy.� The voice is authentic, genuine, positive, and nurturing.

CMYK: 4, 3, 15, 0 RGB: 243, 239, 218

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CMYK: 3, 37, 70, 0 RGB: 243, 171, 97

CMYK: 2, 14, 37, 0 RGB: 248, 218, 168

CMYK: 81, 22, 50, 2 RGB: 27, 148, 139

CMYK: 23, 62, 96, 7 RGB: 186, 111, 46

CMYK: 33, 6, 2 RGB: 172, 207,

CMYK: 1, 77, 70, 0 RGB: 238, 97, 80

CM RG


color palette Colors were chosen accordingly and influenced by the need to stand out among the typical yellows and oranges used by competitors. Happy, vibrant colors were needed to reinforce the positive, uplifting feeling, but were slightly muted to remain natural, warm, and inviting. Off whites are used versus bright whites, again, for warmth, but also to add a bit of sophistication. The teal color was chosen as one of the main elements due to its perfect blend of green (representative of peace, growth, and health) and blue (conveys trustworthiness). It was also chosen as an ode to the Gulf of Mexico, which is the geographical region of origin. The amber variations recall the deep, rich color of honey as well as the stripes on the bee and pollen. Amber conveys clarity and warmth. The poppy color serves as a softer, less harsh form of red, which represents love, vitality, and energy.

27, 0 , 192

CMYK: 68, 66, 76, 60 RGB: 52, 47, 37

MYK: 49, 22, 48, 1 GB: 137, 168, 144

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typography The fonts chosen for both the header and the body-copy, Junicode Bold and Sina, are rough around the edges with a hand-crafted look while still maintaining a feeling of sophistication and artistry. They each align with the idea of beekeeping being an ancient art and honey being an age-old natural remedy. Junicode Bold specifically was chosen to create heirarchy in copy since the two typefaces are similar. Sina also has a looser kerning, which creates a lighter look to the copy, also contributing to a clear heirarchy. Geometria was chosen to speak to the progressive and contemporary element of the brand. With a clean, simple look, it keeps the designs light and fresh. It is not only used for pre and sub-headers, but also short lines of copy. Digory Doodles was used as the logotype due to it’s hand-written, curvilinear nature. It adds a sense of femininity and a feeling of nurturing to the logo. Autumn Chant is also a beautiful, free-spirited, hand-written typeface that should be used as an accent in design and copy .

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A B C D E F G H J K L N O P Q R S T V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1

2

3

4

5

6

7

8

9

.

,

!

&

logotype

Digory Doodles

?

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 . , ! & ?

ABCDEFGHJKLNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 . , ! & ?

ABCDEFGHJKLNOPQRSTVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 . , ! & ?

header

Junicode Bold pre & sub-header

Geometria body copy

Sina accent & notes

ABCDEFGHJKLNOPQRSTVWXYZ

abcdefghijklmnopqrstuvwxyz

Autumn Chant Honey Dew Bee Co. Brand Book

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imagery All imagery should evoke a sense of harmony and happiness, a true connection with nature.

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Images are light with a slight washed-out look to them. Each image is given a warm yellow filter.

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textures Organic, natural, sometimes rough textures such as honeycomb, wood, canvas, and burlap speak to the brand narrative and create a warm, familiar feeling in the viewer.

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deliverables

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website and web banner

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Because each piece of marketing material will drive the audience to the Honey Dew Bee Company website for further information, it is imperative that the website be ready, accessible, and effective. The demographic also tends to have some sort of higher education, which usually translates into the desire to continue learning, which means that when faced with making a decision, they will consult the almighty Internet. Simplicity is key, but there must be a warm, inviting feeling to each touchpoint of the brand, including online. These design elements should help form a trusting relationship with the viewer.

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social media Honey Dew Bee Company’s social media prescence should speak to the audience in a way that is warm and inviting, but also intriguing enough to attract people to their “tribe.” All facets of the brand will be touched on, including the introduction of the company itself, the beekeeping aspect, health benefits, and community.

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radio ad Rough Script for 30 second radio spot (Pandora, Spotify, Apple Music) to be accompanied by digital ad: Psst…want to know our secret to wellness? At Honey Dew Bee Company, we cultivate the natural healing powers of raw, local honey into artisan products that taste as good as they feel. And with us, you’re not just choosing premium craft honey, you’re choosing to become a part of something bigger. Through our promise of living in harmony with the bees, the earth, and each other, we’re at the heart of communities that are breathing new life into the ancient art of beekeeping. Click on the ad to meet us at HoneyDewBeeCompany.com and find out how you can join the backyard beekeeping movement. Honey Dew Bee Co. Brand Book

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print media Although print media is not widely used within the Honey Dew Bee Company (in efforts to reduce environmental impact), there is something to be said for the organic feeling of physically holding a publication. Honey Dew Bee Company will use local publications to spread the word of its arrival. In addition, print marketing collateral will be placed in participating businesses to further expose the brand. It is important to make sure these pieces get into existing businesses because that way, the audience is already in a familiar place and may be more open to new things.

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guerrilla marketing The guerilla marketing technique is based around the target demographic, which tends to frequent downtown areas including farmer’s markets and local boutiques. Because of Honey Dew Bee Company’s promise to respect the earth and the bees as well as the desire to be at the heart of the beekeeping community, this technique focuses on giving back to the earth and creating an emotional connection with the community.

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The promotional item (right) will be handed out at local farmer’s markets as well as local businesses (participating chiropractic offices and other holistic health centers, yoga studios, coffee shops, local supporting restaurants, etc.). This item is a packet of flower seeds, which serves as food for bees. The idea here is that shortage of flowering plants for bees in urban areas is a major problem that is a contributing factor in the decline of the bee population. This event will involve the community in planting the seeds along sidewalks and in city parks that help support the “save the bees” mission. Not only will this allow the community to be a part of something bigger, but also to leave their mark on the city they love. Participants will be given their own planting space that will be marked with a marker that they can write on. This tactic aims to form a bond with the community; each time they revisit the area and check on their flowers, they will be reminded of HDBC.

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promotional items

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We are in the b usiness of keepin g people happy and hea lthy, bod y and soul. Th rough o ur promise of living in harmon y with th e bees, the earth , and ea ch other, we’re at the hear t of commu nities w ho are passion ate abou t breathin g new li fe into the ancie nt art of beekeep ing.

raw

fted a r c hand

local

One of HDBC’s promotional items is a reusable burlap bag featuring the logo. The thought process behind the bag is that in the interest of being eco-friendly, consumers can reuse the bag each time they shop instead of using plastic or paper bags. As people carry the bags around town, others will become familiar with the HDBC logo and possibly even be a conversation starter. Word of mouth marketing is extremely important, especially with this particular demographic. According to a study conducted by Radius Global Marketing Research, word-of-mouth emerged as the leading purchase influencer in each category among Millennials. Honey Dew Bee Co. Brand Book

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n the visio Honey Dew Bee Co. Brand Book

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Once the introductory campaign is complete and the Honey Dew Bee Company has established its presence in the community, further focus will be put on building relationships with customers and local business partners, including local beekeepers. This will strengthen brand loyalty and its place at the heart of the beekeeping and holistic wellness community. The focus then needs to shift to growing the backyard beekeeping trend further. This will directly tie in to familiarizing the audience with the many different varietals and benefits of certain infusions into the honey, speaking to the heath and wellness aspect of raw, local honey and other healing powers of the earth. This is where the company will begin to introduce other products for the whole body such as skin care and other cosmetic products, as well as by-products of honey production involving bee’s wax and royal jelly.

Above all, the Honey Dew Bee Company will continue to inspire its loyal customers and community to do their part in maintaining harmony with all living things. This will include community eorts and taking an active part in supporting appropriate causes.

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conclusion This question was meant to gauge whether the branding materials had an inviting and cohesive feeling from first glance. 90% of people base their judgment of a brand on color alone. “Visual perception is the primary human sense and color is the first element of any object that’s recognized by the brain.” (Psychology of Branding)

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Based on the results of the final survey conducted on the brand as a whole, the objectives are being met and the brand message is being clearly communicated.

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references “Bee Raw.” Bee Raw. N.p., n.d. Web. 1 July 2016. Buzzing Rooftops: The Ins and Outs of Urban Beekeeping. (2014). Retrieved August 26, 2016, from http://cityminded.org/buzzing-rooftops-ins-outs-urban-beekeeping-10216 “Gulf Coast Honey Bee Farms/Gulf Coast Honey Bee Removal Service.” Gulf Coast Honey Bee Farms/Gulf Coast Honey Bee Removal Service. N.p., n.d. Web. 1 July 2016. Felton, G. (2013, August 5). Advertising: Concept and Copy. Norton, W. W. & Company, Inc. VitalBook file. Free Images - Pixabay. (n.d.). Retrieved September 2, 2016, from https://pixabay.com/ Honey. (n.d.). Retrieved June 29, 2016, from http://www.honey.com/foodservice/honey-in-foods-beverages-technical-data/honey-market-research/ Is Transmedia Storytelling the New Digital Marketing? (2016). Retrieved July 13, 2016, fromhttp://www.rethinkeverythingblog.com/2016/05/03/is-transmedia-storytelling-the-new-digital-marketing/ Maguire, J. (n.d.). Psychology of Branding. Retrieved from • http://thedeependdesign.com/psychology-of-branding/ Mastering the Media Mix: How to Plan the Right Media Budget for Your Resort. (n.d.). Retrieved July 13, 2016, from http://www.milespartnership.com/blog/mastering-the-media-mix-how-to-plan-the-right-media-budget-for-your-resort (n.d.). Retrieved July 13, 2016, from http://www.forbes.com/sites/hughmcintyre/2016/07/12/millennials-arent-very-interested-in-traditional-radio-any-more/#40a704477568 Newswire . (n.d.). Retrieved July 13, 2016, from http://www.nielsen.com/us/en/insights/news/2015/a-millennial-majority-for-audio-today.html (n.d.). Retrieved July 13, 2016, from http://www.forbes.com/sites/hughmcintyre/2016/07/12/millennials-arent-very-interested-in-traditional-radio-any-more/#40a704477568 (n.d.). Gratisography | Free High Resolution Pictures. Retrieved August 26, 2016, from http://www.gratisography.com/ (n.d.). Awesome Jar Mockups To Download. Retrieved August 26, 2016, from https://www.designtrends.com/graphic-web/mockups/awesome-jar-mockup.html Raw Honey: Exploring the Benefits of This Ancient Superfood. (n.d.). Retrieved July 2, 2016, from http://www.naturalnews.com/022859_honey_bees_superfood. html Search results for “branding” (n.d.). Retrieved September 2, 2016, from http://graphicburger.com/?s=branding “The Urban Beehive Beekeeping Equipment Store.” The Urban Beehive Pty Ltd. N.p., n.d. Web. 1 July 2016. Walter, E. (n.d.). The top 30 statistics you need to know when marketing to women. The Next Web. http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/#gref Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads. (2014). Retrieved August 26, 2016, from http://www.marketingcharts.com/traditional/word-of-mouth-a-bigger-purchase-influence-for-millennials-than-boomers-who-rely-more-on-advertising-39207/

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Lindsay Bucci Media Designer Phone: 850.292.8836 Email: Lindsay.Bucci11@gmail.com

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