Agency: Onfire Design
Creative Director: Matt Grantham
Design: Matt Grantham
Illustrator: Water Mark Creative
Location: New Zealand
Project Type: Produced
Client: Streamland Honey
Product Launch Location: Asia
Packaging Contents: Honey
Packaging Substrate / Materials: Plastic
Printing Process: Flexography
Coveted in Asian markets for adding flavour to culinary dishes and its unique bioactive properties promoting health and wellness, Lion Mane mushrooms are wildly foraged mushrooms with a ‘shaggy’ appearance that genuinely lives up to its lion mane descriptor. Using refined extracts of the mushroom, Streamland has developed a unique Manuka honey blend aimed at the Asian consumer looking for new ways to use and experience this food source.
Digging down into Asian mythology and fairytales, we discovered a historical fable about an ancient ‘medicine man of the forest’, living off what nature gave him and creating potions and ointments from flora and fauna. From this, we created a literal tree-man of the forest. With a tree trunk face, his beard is made up of the leaves, flowers and Lion Mane mushrooms which are all found on the forest floor. To work with the choice of a craft paper label, the character was developed in pencil, giving it a soft and ‘of-the-earth’ aesthetic. The result is an unexpected execution for the mature Manuka Honey category, ignoring existing product conventions in favour of a deep product story.