Nature Created – Nothing Added

Health Mel

Ngati Apiaries, a small honey producer in the far North of New Zealand, has long been known for its diverse range of high-quality honeys, from Manuka to monofloral varieties. With a commitment to doing things properly—bee husbandry, well-crafted hives, land stewardship, hand harvesting, and careful bottling.

Building on the success of this brand, the team saw an opportunity to create something more exclusive: a premium Manuka honey brand. Their goal was to craft a limited-edition honey, sourced from select regions, produced in small quantities, and sold in upscale outlets across Europe and the UK.

Starting with a clean slate—no name, story, or proposition—the challenge was to make the brand stand out in a saturated market. With countless Manuka honey brands, both large and small, we needed a fresh approach.

We focused on the honey’s almost medicinal, superfood-like qualities, and its use for generations in treating various ailments. This led to the name Health Mel—"Mel," Latin for honey or sweetness—positioning it as a "healthy honey".

The design of Health Mel balances nature, wellness, and natural-science. Moving away from traditional honey imagery, we crafted a scientific-inspired precise linear diagram of the Manuka flower, highlighting its beautiful symmetry and adding a touch of gold foil to give it a warm honeyed glow. The minimalist packaging combines gold and black tones with a soft-textured label that lets the flower shine.

The presentation box mirrors this simplicity, with a white outer wrap that highlights the gold-foiled flower, while the black inner carton adds depth. Blind emboss details elevate the design without overpowering it.

Crafted for both beauty and practicality, the box uses uncoated cardstock that folds down easily, minimizing its environmental footprint during transport. Discreetly glued areas ensure easy assembly. In a crowded export category, Health Mel stands apart, rooted in the natural beauty and precision found in Mother Nature.

2025 marks a milestone with the first harvest of Health Mel, bottled and exported to premium retailers in Germany and the UK.

Nature Created – Nothing Added

Related Work

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