Honey: an interior design brand with a shift to textile design​

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Honey is a different kind of interior design brand. They specialize in boutique commercial businesses, mostly hospitality and one-of-a-kind residences. They wanted a brand that emulates a feeling of warmth, the comfort of home, and the quality of a truly unique and memorable space. And here's the kicker, they insist on using the most sustainable materials possible with every project. 

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The original logo and visual identity was based on the idea of Honey is a fluid, continuously moving and adapting element that is warm, sweet, and comforting. Honey is natural, gives a sense of quality craftsmanship and a unique, artistic point of view and honors imperfections - and is brought to life through the image of a honeybee. The amber color and organic shapes in the mark drive home the bespoke qualities of the brand while sharp, crisp typography balance it out by bringing in a feeling of modern simplicity. 

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This was an exciting problem with some fun solutions to consider

As the brand has grown and become move invested in the products they use in their spaces, they've taken on a new service line of designing and sustainably producing textiles used in the fabrics décor for curtains, wallcoverings, and furniture. This shift in focus and offerings required a fresh look at the company's value prop and visual identity. 

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The solution was a new value proposition that included this new service line, and keeping the purpose rooted in creating sustainable spaces with timeless design. We also revisited the logo to bring in a sense of fabric and detailed pattern. The original logo, featuring the honeybee was shifted to a floral symbol which is reminiscent of classic, timeless patterns and the flower represents the origin of honey, and each type of flower brings out a range of unique, memorable flavor - similar to the patterns and motifs in Honey's new service offerings. 

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The Result

This resulted in a more connected brand that fit closer to the purpose of the company, and allowed more flexibility for messaging when going to market. Honey has grown in staff as well as in revenue. Their new mark is brighter, bolder and communicates all they do along with a unique and powerful visual identity. 

 

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Honey's Purpose:
'To mindfully craft each space with consideration for the environment and the most nurturing, healthy experience for everyone.'

 

Honey's new value proposition:

'We understand and design for spaces that go beyond beauty and function. We lift up the natural environment as a cornerstone in all products, spaces and experiences we design so they last, sustainably, for generations to come.' 

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