Honeydrop, a challenger brand launched in 2008 by David Luks and initially designed by Pearlfisher, has been recently rebranded by the New York-based brand-design partnership Monday Collective.

The brand positions itself as the only RTD brewed tea and juice offering, sweetened with real honey.

A new custom designed glass bottle gives Honeydrop a more natural and premium feel; a clear label allows for product transparency; a bee icon redesigned to have more character and look like real honey; a simple system of range differentiation; a back-of-pack designed with simple icons that make ingredients easy to identofy. Besides, the new copy including «from the bee to the bottle», sends a clear, unified message that Honeydrop is made with real honey.