Boutique honey producer, Tuolumne Honey Co., needed an identity and packaging system for their new premium product line of spicy honey. They wanted to target a sophisticated buyer with a curious and daring palate—an adventurous home-cook that would experiment with the novel honey in a cocktail or more complex dishes. The logo is a flame constructed from a hexagonal grid, with a striking bold label that stands out on the shelf. With its playful tone, the tagline “Sweetness that comes out stingin’” alludes to its spicy nature and encourages the consumer to be adventurous.

The logo and heat rating symbols were built from the geometry of a hexagon—the structure of honeycomb—which serves as a subtle nod to the fascinating and sophisticated architecture that bees are capable of.

With an audience split between culinary savants and the backyard BBQ crowd it was crucial to achieve a balance between high-brow and low-brow chefs. The black and white, minimalist design looks high end, while the cheeky tagline and copywriting maintains a feel-good, approachable vibe.