Bold Brand Strategy & Packaging Design for NZ Mānuka Honey

CLIENT: Honuka

From Hive to Shelf – Branding & Packaging for Mānuka Honey

At Redfire, we don’t just design brands - we create brand experiences people feel, remember, and talk about. Honuka gave us the chance to shake up the Manuka honey market with bold brand strategy, storytelling, and packaging design that’s as beautiful as it is sustainable.

A Brand Story Inspired by Nature
Honuka’s brand identity is rooted in nature’s flow - think of bees dancing through the air. We turned this into a vibrant visual style: rich waves of unexpected colour that stand out from typical honey brands. The logo and typography mix a modern look with an organic, handcrafted vibe, keeping the brand authentic and premium.

Packaging Design with Purpose
Honuka’s packaging had to make a statement on the shelf - and tread lightly on the planet. We designed a unique jar: a square top that flows into a hexagonal base, nodding to nature’s honeycomb and giving the brand serious standout power.

Inside the box, a black-and-white illustration tells the timeless story of bees and Manuka blossoms. It’s a small moment of surprise and connection that makes unboxing feel special.

Sustainability runs through every detail:

PEFC-certified materials for responsible sourcing.
Vegetable-based inks for lower environmental impact.
Rockstock stone labels that use less water and energy.
Sugar-based bioplastic jars that merge sustainability with premium appeal.

Redefining the Manuka Honey Category

Honuka isn’t just another Manuka honey brand. It’s proof that clever brand strategy, creative packaging, and sustainability can transform a product into an experience people love.

At Redfire, we believe good design is about more than just looking good - it tells a story, sparks connection, and sets your brand apart. Honuka does exactly that.

Ready to push your brand further?
Let’s create something extraordinary together.

WHAT WE DID

Brand Strategy

Brand Story & Tone

Brand Design

Packaging Design

Photography Art Direction

Sustainability is at the heart of Honuka and our design approach.
We used white sugar bioplastic jars to push the boundaries of sustainable packaging, combining eco-friendly materials with a premium look and feel. All packaging uses PEFC-certified materials for responsible sourcing and vegetable-based inks to minimise environmental impact. Rockstock stone labels add another layer of innovation and help reduce waste, staying true to Honuka’s commitment to sustainability.

Honuka’s brand identity is inspired by the natural, flowing movement of bees in flight. We turned this idea into a bold visual language - fluid waves of colour that break away from traditional honey design. The unexpected colour palette challenges the usual look of Manuka honey, helping Honuka stand out on the shelf and tell a fresh story.