Honey wine, also known as mead, is the oldest recorded alcoholic drink. Now out of fashion for many years, Beofox Meadery is bringing an ancient product into the modern age. They aim to revamp and repopularise mead, while staying true to it’s long history.
My task for this project was to develop a brand identity and packaging design that modernised a product seen as out of fashion and give the audience a new perspective on it. The target market is 25-40 year-olds, with enough disposable income to be willing to buy a beverage in the £15-£25 range. As mead is not a widely available product, I am also aiming for promoting the product to those who are interested in new experiences.
The initial sale of the product will take place at food and drink markets, which should provide an audience already receptive to the idea of new beverages. This means that the design needs to be bright and attention-grabbing enough to provoke interest in passers-by.
LOGO DESIGN PROCESS
My research revealed the long history of the beverage, it being the oldest alcoholic drink that we have evidence of. The name “Beofox” comes from the old English for bee (beo) and is also a reference to one of the oldest Saxon pieces of text, the epic poem Beowulf.
It appears that a significant number had heard of the drink, but mostly in a historical or fictional context, providing a potential market from those interested in history or historically inspired entertainment.
My research also revealed that the market would likely be open to a product like this, with craft breweries and small scale producers like Brewdog experiencing very high levels of growth in recent years.
I started with developing a logo, based on a fox as the client wanted. After some experimenting, I came up with a design that used a hexagon, referencing honeycomb structure, and used that as a consistent design motif going forward. The animal head idea also references medieval heraldry, where animals were often used as symbols for aristocratic houses, which I gave a modern, minimalist twist.
I also used mockups to get an idea of what the labels would look like on the actual product. More development of this would be required as I used white wine mockups, which do not completely accurately represent the appearance of the final product.
In order to modernise a product seen as historical, I chose to use a very clean, minimalist design style. Using the hexagonal structure of honeycomb as a visual motif creates a link between the ingredients and processes through to the final product.
I also used different colours for the different types of mead produced by the company. Honey yellow, the main brand colour, is used for the wildflower mead as it is the flagship product and the most price accessible. The more specialised varieties, made with oak and heather honey, get their own colours which reference the plants they are made from; dark green for oak and pale purple for heather.
The clean yet bright appearance should appeal to the target market, enticing them to consider the product as something to try.