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Fool's Gold Honey Identity cover image

Airtype

March 03, 2018

Mindsparkle Mag

Fool's Gold Honey Identity

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’s unmistakable hue, the name 'Fool’s 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’t 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’s mineral namesake.

When designing its packaging, the company’s evolving selection of flavour offerings presented an immediate challenge. Airtype built a colour 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 feel like stumbling upon a hidden treasure. 'If you see a jar out there in the wild, be sure to give it a try. You'd be a fool not to.'

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