BEE NATURALLES
The challenge
Bee Naturalles had developed a high-quality portfolio of natural products, including organic bee products, herbal extracts, and essential oils. However, its visual identity no longer reflected the evolution of the brand or its philosophy. The unified aesthetic across all packaging created confusion between the different product categories, making them harder to recognize and limiting the brand’s market potential.
Services
Strategy
Our goal was to reposition Bee Naturalles as a natural lab brand, as requested, combining scientific knowledge with the power of nature. Therefore, we created a unified identity that captures this philosophy. One of the main “weaknesses” of Bee Naturalles’ previous product identity was that all products, regardless of their use, shared the same visual language, resulting in confusion for consumers. For this reason, we organized the portfolio into three distinct categories: cosmetics, therapeutic products, and edible products. This approach facilitates product recognition and enhances the consumer experience. The new visual identity targets an audience looking for something beyond plain honey.
Creative direction
In order to visually communicate the categorization defined in our strategy and make it clear to the audience, we created three symbols inspired by Bee Naturalles’ message, “enclosing nature.” Each symbol consists of the letter “B” — derived from the word “bee” — using a different typeface depending on each category, while the letter “N”, representing the word “nature”, is placed in different positions around the “B” to further emphasize the distinction between the categories. The positions of the “N” are not random. Instead, the “N” of each category is placed on three sides of an imaginary hexagon, referencing the hexagonal cells of a honeycomb. Each category is also identified through its own color: dark red for cosmetics, blue-green for therapeutic products, and orange for edible products. Apart from specific information on the packaging written in each category’s color, the dominant color remains white, highlighting the balance between the scientific approach and the purity of the natural ingredients respectively. Following the overall brand identity logic, we designed an e-shop characterized by simplicity. Our goal was to communicate the purity of Bee Naturalles’ products in a clear and direct way. Therefore, we conducted a photoshoot in nature, resulting in a “raw” aesthetic that extends throughout the entire structure of the website, indirectly communicating the “enclosing nature” message. Additionally, we created a simple navigation environment, allowing users to easily find natural products and complete their purchases effortlessly.
Results
The new strategic positioning of Bee Naturalles significantly strengthened the brand’s market presence, increasing brand awareness by 60% and creating a clearer perception among its audience. The renewed product identity opened new commercial opportunities and contributed to the expansion of the brand’s presence both in the Greek and international markets. Today, Bee Naturalles products are exported to markets such as France, the United Kingdom, and Singapore, while the brand has also expanded into the tourism sector across Greece, with a presence in selected tourist shops on islands and popular summer destinations. The new brand image also strengthened collaborations with luxury tourism businesses, such as hotels and yacht services, where, beyond product distribution, complete tasting experiences and gastronomic tourism experiences are created, enhancing the consumer’s connection with the origin and value of the products. The new packaging improved the overall product recognition on shelves and strengthened the differentiation between the various product categories, creating a distinctive and competitive presence. At the same time, the strategic brand renewal supported the development of the distribution network, with the main distribution channel in the Greek market now taking place through the company’s online store, providing direct access to consumers. The collaboration for the creation of the new identity resulted in a brand that clearly reflects Bee Naturalles’ identity, goals, and vision. A strategic tool that enables the company to adapt to market needs, evolve, and grow, while consistently maintaining the quality and values that define it.
You can also read about the project for the design of the Bee Naturalles gift box, here.
Testimonial
The whole team are real professionals, friendly and able to manage demanding projects such as Bee Naturalles. Each brand’s concept turns into image, text and packaging thanks to their imagination and know-how. S & Team’s members with their knowledge and Captain Vangelis’ Spiliopoulos guidance made our dream come true. They showed off our brand’s potential and our “enclosing nature” motto also, in a great way.
Brand awareness such as sales rapidly increased, keeping our brand’s values high on our customers’ preference.
You, guys, rock the place!
George Athanasiades & Chara Mangana Founders, Bee Naturalles
