White Gold

Packaging, Identity

Packaging and Identity redesign for White Gold—a family owned honey business offering a unique taste of Canadian clover fields. The redesign focuses on incorporating an artisanal feel through material and illustration while symbolically reconnecting with the red clover flower through a striking pop of color.

Process

I revamped the complete identity and packaging for White Gold and extended the identity into retail and digital spaces to give a full picture of how their new system works.

Recognition

ArtCenter Gallery

Logo

The new logo uses a serif typeface which has a classic premium look, that has been altered through the arm of the “W” into the “h” and dot of the “i” to create an organic honey drop form. All ascenders have also been shortened to create more visual unity with the stacked lockup.

Packaging

Glass and wood materials make the packaging feel more premium and paper pulp replaces single use plastics to be more environmentally friendly. The use of illustrations with a hand-crafted look and feel help communicate the artisanal quality of the product. Unique details like the carved grooves and honey drop label shapes help with overall brand recognition through form.

Environmental

The use of bold red attracts attention and pops against dark shadowy retail shelf backgrounds or intentionally dark backgrounds like White Gold endcaps and trade show displays that I designed to use a classic premium black and gold color combination.

Web

Mobile

Illustrations

Working with MidJourney AI, I was able to produce a set of illustrations in a hand-crafted style as a visual concept that embraces the artisanal qualities of the White Gold honey products.

Before and After

Before

After

Process

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