Honey wins top creative awards for commercial effectiveness
UK Creative agency honored by Silver awards from Design Business Association.
David Bellm -- Packaging Digest, 10/26/2009 12:08:44 PM
UK creative agency Honey picked up two Silver awards for their packaging work with luxury retailer, Harrods and food brand Spicentice at the Design Effectiveness Awards, hosted by the Design Business Association.
The DBAs (Design Business Association) Design Effectiveness awards specifically measure the impact a design has had on a company or brands bottom line, making a clear-cut case for a good return on the initial design investment.
Honey was awarded a silver for their work on the highly successful Harrods Food Halls range for the Knightsbridge retailer and a silver for spice-kit specialist, Spicentices range of products. A further two awards for recruitment business Graduates Yorkshire and fast healthy eating chain, Tossed, completed the awards haul at a ceremony held at Londons Mermaid Theatre.
This is the second year running that the London based branding and packaging specialists Honey have won a Design Effectiveness Award for their work with Harrods. A total of five Effectiveness wins in two years since Honeys start-up is unprecedented in the industry.
Doug James, managing director of Honey adds; It's great to continue on our winning streak, adding four Design Effectiveness Awards this year to make a total of five since opening our doors two years ago. It clearly demonstrates our ability to consistently produce commercially successful designs for our clients and provide impressive returns on their investment.
He goes on to say; "Winning this latest raft of awards is the best seal of approval a young business can get."
Harrods, the Food Halls range Silver
The full review of Own Brand packaging was undertaken as a direct result of the successful herbal teas range (a DBA Design Effectiveness winner) in 2008. The success of this incited Harrods to further invest in new product development (NPD). The resulting initiative has subsequently delivered growing sales year on year as the range continues to tap into the value inherent in the Harrods brand.
The brief to Honey was to create packaging designs that reflected a wider, more contemporary range. The design team at Honey took inspiration from the unique art-nouveau/deco architecture of Harrods Food Halls, as well as from the stores extensive archive of packaging material. From these rich sources, Honey created a design language enabling products and ranges to tell their individual stories.
The Harrods Food Hall range is aimed at the discerning foodie buyer and is one of the most successful own label grocery ranges for the luxury retailer.
Spicentice, spice-kit range Silver
Continuing the trend of successful design and branding work for new to market brands, Honey has been at the forefront of developing the product Spicentice, an exciting niche herb and spice brand.
Design effectiveness has had a massive impact upon Spicentice with an increase in sales up by 38% in the first six months; an increase of 158% is forecasted for the trading year 2009/10.
The success of Spicentice has directly led to the decision to develop a new product line of chutneys, which are launching in stores throughout October.
SOURCE: Honey
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