Bit-O-Honey

REJECTED CONCEPT

A NUTTY LITTLE HONEY CHEW 

Art Direction
Brand+ Identity
Design + Illustration
Packaging
Pitchdeck
 

For almost a hundred years, Bit-O-Honey’s been a fixture of the grocery store candy aisle. Those who know it love it for its nutty honey taste—a refreshing change from the sticky-sweet sugar bombs lining most shelves. But its packaging wasn’t doing much to win over new customers, and market research showed there was an untapped audience of health-conscious candy lovers. So Spangler brought Y & L in to rebrand the iconic line.

While the end product of the Bit-O-Honey rebrand is nothing short of perfection, many different design concepts died along way that helped
pave the path to the final brand identity and packaging. One of those designs that made it far in the process was a fun illustrative approach
that combined a modern, abstract, geometric pattern compiled of bee, honey and almond imagery with a bold and bright color refresh and
cheeky messaging.

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