Brand Strategy & Packaging Design - A Bold New Take on Manuka Honey

CLIENT: Honuka

At Redfire, we don’t just design brands—we build immersive brand experiences. Honuka was our opportunity to disrupt the Manuka honey category with a strategic, design-led approach that fuses brand storytelling, innovative packaging, and sustainability into one seamless identity.

We crafted Honuka’s entire brand ecosystem, from strategy to finished packaging, ensuring every touchpoint told a compelling story—one that is as bold, vibrant, and disruptive as the product itself.

Brand Identity & Visual Art Direction
Honuka’s identity draws inspiration from nature’s organic rhythm, mirroring the intricate, flowing paths of bees in flight. We translated this into a dynamic visual language—fluid waves of colour that break away from conventional honey cues. The palette is unexpected for the category, challenging the status quo and making Honuka a true standout.

The logo and typography balance modernity with an organic, handcrafted feel, reinforcing both authenticity and premium positioning. This cohesive design system extends across packaging, digital, and print, ensuring a consistent brand experience at every touchpoint.

Packaging Design: Innovation Meets Sustainability

Honuka’s packaging had to be as impactful as it is responsible. Our solution? A structural design that defies convention—a square top merging into a hexagonal base, a nod to both nature’s precision and the brand’s boundary-pushing ethos. This structural form not only reinforces shelf presence but also embodies the delicate balance between structure & fluidity, just like the hexagonal cells of a hive.

Inside, a black-and-white illustration unfolds—an artistic narrative of the timeless dance between bees and Manuka blossoms. This tactile experience connects the consumer to the product’s origin, adding depth & storytelling to the unboxing moment.

Sustainability is integral to both the brand & our design approach:

PEFC-certified materials ensure responsible sourcing.
Vegetable-based inks reduce environmental impact.
Rockstock stone labels reinforce the brand’s commitment to innovation and waste reduction.

White sugar bioplastic jars push the boundaries of sustainable packaging design, merging eco-conscious materials with premium aesthetics.

Results: A Category-Defining Brand

Honuka is not just another Manuka honey—it’s a design-driven brand that redefines its category. Through strategic brand positioning, innovative design, and immersive storytelling, we created a brand that is as visually striking as it is meaningful.

At Redfire, we believe great design tells a story, creates connection, and drives differentiation. Honuka embodies this ethos, proving that branding, when done right, can transform a product into an experience.

Want to push boundaries with your brand? Let’s create something extraordinary.

WHAT WE DID

Brand Strategy

Brand Story & Tone

Brand Design

Packaging Design

Photography Art Direction

Sustainability is integral to both the brand and our design approach: White sugar bioplastic jars push the boundaries of sustainable packaging design, merging eco-conscious materials with premium aesthetics. PEFC-certified materials ensure responsible sourcing. Vegetable-based inks reduce environmental impact. Rockstock stone labels reinforce the brand’s commitment to innovation and waste reduction.

Honuka’s identity draws inspiration from nature’s organic rhythm, mirroring the intricate, flowing paths of bees in flight. We translated this into a dynamic visual language—fluid waves of colour that break away from conventional honey cues. The palette is unexpected for the category, challenging the status quo and making Honuka a true standout.

A category-defining brand: Honuka is not just another Manuka honey—it’s a design-driven brand that redefines its category. Through strategic brand positioning, innovative design, and immersive storytelling, we created a brand that is as visually striking as it is meaningful.

Related Projects

Contact us

+64 9 3585692
begin@redfiredesign.co.nz
Redfire, The Steelworks,
3-13 Coles Avenue,
Mt Eden, Auckland 1024.
New Zealand.