Colony Urban Farm, an urban gardening emporium, turned to design agency Airtype to help establish their private label nectar as a premium honey brand, including naming, branding and packaging the honey label.

Drawing from a child-like sense of wonder and honey/u2019s unmistakable hue, the name 'Fool/u2019s Gold' stood out as a unique, classy and lighthearted name for a high-quality honey brand.

For its visual identity, Airtype desired to create a brand that's beautiful yet playful. Pairing the wordmark with mismatched typefaces gives the logo an off-kilter vibe, establishing a brand image that appears elegant, yet doesn/u2019t take itself too seriously.

Airtype also created a series of abstract patterns to accompany the brand. Intentionally warped and skewed, the patterns bring a whimsical element to the visual identity. The geometric shapes serve as a subtle nod to pyrite, the brand/u2019s mineral namesake.

When designing its packaging, the company/u2019s evolving selection of flavour offerings presented an immediate challenge. Airtype built a/u00a0colour system as an intuitive solution, allowing consumers to easily distinguish flavours through a palette of warm complimentary colours.

For retail customers, the brand's intention is to make finding Fool's Gold on the shelf/u00a0feel like stumbling upon a hidden treasure. 'If you see a jar/u00a0out there in the wild, be sure to give it a try. You'd be a fool not to.'