CLIENT: Bumble Bloom
INDUSTRY: Vegan Food, Retail
This is the first product created by the team at Magnet Naturals. Be sure to check out the work I did for them too!
bumble bloom is a Vancouver special. A honey alternative created with apples, apple cider vinegar, and organic cane sugar. This vegan recipe doesn't use any animal byproducts, but has all the same characteristics as regular honey.
The bumble bloom brand is represented by bumble the bee. In her universe, bumble is a busy bee like all of us. Fed up with the norm, bumble seeks to break free, and "go beyond the hive." She, and her fellow bees alike are overworked, and need a break. bumble bloom frees bees from the labours of honey making, one jar at at time.
Design ProcessAll projects come with certain parameters. I find package design projects are often the most specific. The client and I identified early on that certain things were preset, regulated ingredient and health information, barcode and Canadian bi-lingual compliance. As well, the jar needed to be selected in order to extract the label size. Once we had the skeleton of the project, we started reflecting on the soul. The story of why vegan honey exists was to be embedded into the brand. With a declining bee population, this all natural honey alternative is a great step in lessening the stress on bees. The goal was to visualize this message on the label designs and website.
During the conceptualizing stage, we came up with the idea to show a bee in relaxing environments on each label. This basically meant creating a mascot. Spokes-creatures are never easy to create. You have to consider emotion, movement, demeanour as well as its target demographic. We evolved bumble from over 100 different bee illustrations and concepts and created the world in which she inhabits.
bumble is all about the hair and her sass. She doesn’t have the time of day for nonsense. Like all of us, sometimes she just needs a break. On the labels, bumble is seen in ideal situations of leisure. This is how she wants to spend her free time. Each label design is seamless, compiles with Canadian regulations, and is composed with colors that reflect each flavor.
On the website and other marketing materials, much of the same notes were played. Stressing the support for all bee kind, while reminding everyone bumble bloom is an easy honey substitute that’s much better for the environment. The website includes recipes, a shop, and a blogs.
Both the label and character designs were derived from the Funnelling Design Process. Our project also sorted though potential names, character styles, universe design and website. Unlike most brands where the logo leads the way, this brand saw a unique spokes-creature propel the brand. Much emphasis and attention was spent on character design.
Creating a character involves a lot of consideration regarding attitude, movement, and environment. Styles must be consistent and expansion. You don't want a one trick pony. You want to be able to use these assets for the long term. We sought out a playful look without being too cute. We wanted to ensure a very universal appeal.
Final packaging designs are created in accordance to Canadian packaging standards. Each label design is seamless, constructed with colors reflecting its flavor, showing bumble in relaxing, "rather be doing this than work" situations. This is to emphasize the fact that the bee population is declining, and bees need a break.
Built in Drupal, www.seebumbleinbloom.com tells the story of bumble. It offers an online store, recipes, and a blog. Each page has a unique page design with a load of custom graphics, showing off bumble in her environment.
Marketing significantly influenced the design of the website and brand. The character needed to be unique, and the universe needed to feel immersive. We gave the website all these aspects so users can easily purchase product and feel like they were somewhere new. Jar sealing stickers reminded people of the site. We also created promotion t-shirts for live presentations and demonstrations.
Working with my personal contacts for business card printing and shirt graphics, I am able to ensure quality and timeliness. During the web design phase, I worked closely with developers to build the website. I made recommendations to the back end construction ensured graphics worked with the build, and a little good quality assurance.