Honey wins top creative awards for commercial effectiveness

David Bellm

March 11, 2015

2 Min Read
Honey wins top creative awards for commercial effectiveness

UKcreative agency Honey picked up two Silver awards for their packaging work withluxury retailer, Harrods and food brand Spicentice at the Design EffectivenessAwards, hosted by the Design Business Association.


The DBAs (Design Business Association) Design Effectivenessawards specifically measure the impact a design has had on a company or brandsbottom line, making a clear-cut case for a good return on the initial designinvestment.


Honey was awarded a silver for their work on the highlysuccessful Harrods Food Halls range for the Knightsbridge retailer and a silverfor spice-kit specialist, Spicentices range of products. A further two awardsfor recruitment business Graduates Yorkshire and fast healthy eating chain,Tossed, completed the awards haul at a ceremony held at Londons MermaidTheatre.


This is the second year running that the London based branding and packagingspecialists Honey have won a Design Effectiveness Award for their work withHarrods. A total of five Effectiveness wins in two years since Honeys start-upis unprecedented in the industry.


Doug James, managing director of Honey adds; It's great tocontinue on our winning streak, adding four Design Effectiveness Awards thisyear to make a total of five since opening our doors two years ago. It clearlydemonstrates our ability to consistently produce commercially successfuldesigns for our clients and provide impressive returns on their investment.


He goes on to say; "Winning this latest raft of awards isthe 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 adirect result of the successful herbal teas range (a DBA Design Effectivenesswinner) in 2008. The success of this incited Harrods to further invest in newproduct development (NPD). The resulting initiative has subsequently deliveredgrowing sales year on year as the range continues to tap into the valueinherent in the Harrods brand.


The brief to Honey was to create packaging designs thatreflected a wider, more contemporary range. The design team at Honey tookinspiration from the unique art-nouveau/deco architecture of Harrods FoodHalls, as well as from the stores extensive archive of packaging material. Fromthese rich sources, Honey created a design language enabling products andranges to tell their individual stories.


The Harrods Food Hall range is aimed at the discerningfoodie buyer and is one of the most successful own label grocery ranges for theluxury retailer.


Spicentice, spice-kit range Silver

Continuing the trend of successful design and branding workfor new to market brands, Honey has been at the forefront of developing theproduct Spicentice, an exciting niche herb and spice brand.


Design effectiveness has had a massive impact uponSpicentice with an increase in sales up by 38% in the first six months; anincrease of 158% is forecasted for the trading year 2009/10.


The success of Spicentice has directly led to the decisionto develop a new product line of chutneys, which are launching in storesthroughout October.



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