Mulubee

Challenge

In the region of Mount Mulu in Borneo, Malaysia, Mulubee discovered a new type of honey made by “kelulut” - a type of stingless bees only found in this area of the world. Mulubee wanted to introduce this new type of honey to Hong Kong’s market as a daily dietary supplement.

Solution

To design a strategy to increase the awareness of a relatively lesser-known health supplement that is effortless to incorporate into a daily routine. The product was designed as a modern affordable luxury dietary supplement which has exceptional health benefits which are similar to Meluka honey. We developed an identity that echoed the product’s exceptional health benefits and unique background.

A modern earthy colour palette was chosen to reflect the brand’s organic roots, complemented by a clean, minimal visual direction that lets the honey do the talking. At the heart of this project are packaging and the little details. Each of these design details is a testament to the honey’s quality.

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Impact

The final identity and design successfully encompass all the unique elements of this premium honey and has been introduced into Asia as a premium, natural dietary supplement. After Mulubee’s successful release, their products are now listed on a major distributor’s online store.

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Location

Asia

Sector

Consumer Product

Release Year

2019

Credits

Photos: Sunsun Leung

Services

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Full Case Study

This journey started in the region of Mount Mulu in Borneo, Malaysia. Our partners at Mulubee discovered a new type of honey made by “kelulut” - a type of stingless bees only found in this area of the world. The result is a superfood with more antioxidant and nutritional value than regular or Manuka honey, produced in 2 distinct flavour profiles.

In order to bring this stingless bee honey to the market, a new identity had to be created, one that reflected the product's unique origin as well as its superior health benefits.

Process & Design

We worked closely with the client through a series of branding strategy workshops and research. Our confidence in the product led us to an alternative path: Focus on its bees and the landscape that allows them to thrive. This is reflected in our client’s decision to go with “Mulubee” through the naming workshop.

A modern earthy colour palette was chosen to reflect the brand’s organic roots, complemented by a clean, minimal visual direction that lets the honey do the talking. The logo uses a thick serif font to communicate approachability and honesty - two values Mulubee embodies in their product and communication.

Last but not least, we also created a set of custom graphics based on the bees’ profiles as an ode to the silent heroes.

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Packaging

At the heart of this project are packaging and the little details. A die-cut was added to let the colours come through directly from the bottle, while the subtle colour difference is used to distinguish the two flavours. The safety seal, although not necessary for honey, is a deliberate choice to imply freshness and that the product is delivered directly from source to consumer. The rose gold foiling is our very own stamp of guarantee. Each of these design details is a testament to the honey’s quality.