Beeline honey: zero budget branding
27 August 2009 | By Popsop Team
In 2004 North Lawndale Employment Network (NLEN), an Illinois-based non-profit organization, committed Kym Abrams Design agency to create the indentity and packaging for a special product – organic honey, produced by former offenders from Chicago.
This initiative was a part of innovative employment program for job reabilitation of former prisoners in a distressed Chicago neighborhood.
The new honey range was intended to launch in upscale farmers’ markets, and, once established, move into grocery stores. The first challenge was a zero budget.
The name and branding should have a fresh, distinctly urban look and feel — simple, elegant and contemporary.
Beeline is viewed as a very upscale, trendy product sold in small boutiques and farmers’ markets. In its first season, Beeline sold out at several markets. Due to Beeline’s great success, a number of employment opportunities have been created.
The project is returning an empty city lot to productive use. Beeline products are 100 percent organic.
Popsop.com
Tags: food, honey
