Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

46. New Beverage Design Creates Buzz: Simplicity in Packaging Emphasizes Purity in Ingredients for the Health-Conscious Market

After a bout with testicular cancer, David Luks listened to his nutritionist, who advised him to avoid artificial sweeteners. That inspired him to launch a line of healthy beverages. “I knew I wanted to do something with honey, a natural and common sweetener,” says Luks. Honey has real health benefits, yet Luks was surprised to find that most brands actually used refined sugar to make their “honey” flavors. He learned that honey provides long-lasting energy because it is digested slowly in the body, whereas a refined sugar (such as white sugar or high-fructose corn syrup) actually spikes the blood sugar level in the body. Deluxe Honeydrop beverages are low-calorie drinks made with brewed tea and juices sweetened with a spoonful of real honey.

Why It Works

The Deluxe Honeydrop brand features a bold abstract bee—that also looks like a honey dipper (a wooden utensil with spiral grooves used for honey). Designer Mark Christou of Pearlfisher, who created the Honeydrop logo, says the logo “utilizes the honey-dipper bee icon as both a hero-symbol for honey and a clever rebus—or visual short hand.” He says the iconic bee is a strong logo that can be seen alone on the front of a T-shirt or that can work in conjunction with the branding messages. The visual success ...