HONEY

Michael Traverse – Strategic Director, [Reiseplan] Oksana Chumak – Strategist, [Reiseplan] Marharyta Nazarenko – Strategist, [Reiseplan] Maria Mishchenko – Strategist, [Reiseplan] Viktor Shkurba – Creative Director, [isdgroup] Iryna Lipavska – Lead Designer, [isdgroup] Karina Kutsenko – Designer, [isdgroup] Tasha Leus – Junior Designer, [isdgroup] Uliana Koinichenko – Copywriter, [isdgroup] Yaroslava Kravets – Project Manager, [isdgroup] Vitalina Lopukhina – Сalligrapher, VikaVita Andrii Gorlov – 3d Artist Stanislav Zavertailo – Сo-founder, CEO, Honey Anna Zavertailo – Сo-founder, CBDO, Honey Victoria Mular – COO, Honey Maryna Frolova – Сreative and Brand Director, Honey Eugenia Chabanova – Content Director, Honey Svitlana Melnychenko – Packaging Production Manager, Honey

How to package the entire Ukrainian pastry art and convey the true madness of flavors in a single identity? Founded in 2013 with a basic identity, Honey, a Kyiv patisserie, has become renowned for its innovative dessert philosophy. By 2023, its initial honey-shaped logo and monochromatic yellow-white scheme did not reflect the sophistication of its culinary artistry, impeding the brand's evolution. Honey uncovers and fuses a kaleidoscope of exotic, local, and international ingredients, presenting unrivaled tastes, like candies with Ukrainian herbs and black chokeberry. The rebranding aims to embody that product complexity. To help in exploring the variety of desserts (more than 70 items), we developed a "From Pleasure to Surprise'' scale. We reinvented Honey's identity to showcase the layered textures, scents, ingredients and artistry of each dessert, moving beyond mere taste. By deconstructing desserts into ingredients depicted in varied forms and colors, we uncover their core before customers experience it firsthand.  The rebranding at Honey's patisserie boosted sales and brand resonance. It attracted a new audience with a 25% rise in Instagram followers. Social media mentions doubled with the new packaging. The redesign significantly increased 2023 ice cream sales by 58% compared to 2022. Despite seasonal trends, sales remained robust. The new packaging also boosted dessert sales by 30% and tripled Christmas sales.