Burleson’s Brand Realignment 2019

Derrick Lin


Design: Legacy79
Location: United States
Project Type: Produced
Client: Burleson’s Honey
Product Launch Location: United States
Packaging Contents: Honey, Honey Spread, Organic Honey
Packaging Substrate / Materials: Plastic
Printing Process: Offset Printing, Metallic Pearlescent Paper

Burleson’s Honey is a legacy Texas brand established in 1907. In 2018, Legacy79 was tasked with rejuvenating the Burleson’s brand from top to bottom. Starting with discovery, we began a deep dive into the Burleson’s history, persona, lines of products and how we could create a messaging and visual story that celebrated their rich history. The overriding objective was to reinvigorate the Burleson’s brand to increase sales to existing customers, appeal to a new generation, and pave the way for additional growth through new products and new markets.

When it was time to redesign their packaging, our primary objective was to invoke a sense of authenticity and heritage that only an established legacy brand like Burleson’s Honey can truly own. As part of that objective, we fused elements of Burleson’s story into the new packaging together with product descriptors/differentiators to give consumers a better understanding of the products. We also wanted to keep a clear family resemblance between products that did not compete with each other.

What’s Unique?
We utilized a combination of clear messaging, bold graphics with a unique paper stock (metallic pearlescent paper) to create a unique and memorable look