To create a brand which serves to visualise the proposal now being presented to the market: high quality gastronomic honey.

To generate all the elements required to build up a brand image so that at the point of sale it is perceived as a proposal within the Premium segment.

To ensure the packaging strengthens this presentation in accordance with the criteria set out in the brief: to avoid falling into clichés, to contain the packaging so that it is the product which shines, thereby creating an impact on the consumer.

To this end, TSMGO is involved in the creation of a new brand endowed with an imaginary which permeates and envelops each of its manifestations. From the naming, through the brand, to the captivating, eye-catching packaging which stands out on the shelf, capturing the consumer's attention from the first visual impact and encouraging them to buy the product.

• Visual recognition thanks to an elegant aesthetic with its own imagery which helps to identify the brand in each manifestation.

• To provide the brand with its own DNA which allows it to be perceived in an authentic and differentiated way with respect to the competition.

•To reflect the quality of the product, as it is a pure honey with hardly any intervention, and to give value to the origin, showing care and territory to stimulate curiosity in consumers.

We played with the initials of the name and surname of the promoter, AA, to show their personal commitment to the product and the uniqueness of their involvement with a new meaning: Aroma de Abeja (Bee Scent).

This development gives us the opportunity to break with category codes and decontextualise the honey sector, in which there are many references to bees, the use of yellow and black, and hexagons. We appropriate a successful concept from another product category and incorporate it into this one.

For this, we choose the world of cosmetics and perfumery as a reference, which share the reflection of beauty, elegance, and delicacy, and which is somehow linked to the labour a bee performs when it collects nectar from flowers. 

A sector which plays with minimalism, simplicity, and synthesis in packaging, adding great value to its products. If we think of any perfume brand, we will perceive simplicity at its core and very limited elements, yet all of these have become the brand's identifying features.

With the least possible intervention in all the elements and careful selection, not only in typography but also in structure, hierarchy, and composition, we allow it to take us to another product category, playing precisely with this mental twist to produce a greater surprise.

Simplicity which embraces the purity of materials and shapes. Less is more, taken to its minimum expression without fuss, without superfluous elements which hinder or block the subtlety of its textures, inviting you to explore and touch the details of the cotton label.

Elegance based on absence and the evocation of sensations.

To accentuate the surprise effect, we propose a secondary packaging which transports us to the world of fragrances to increase cognitive dissonance with the reality of the honey.

Few, very carefully selected natural materials with a letterpress treatment which takes us back to times of old; a time when simple bare essentials were highly cherished, with as little intervention as possible in everything.

AA or Aroma de Abeja, subtlety, simplicity, each element adds a layer of meaning so that everything is perceived as pure and natural, with no intervention. We break the paradigm with a unique and unexpected packaging concept for its category.