Piano Bee - aka B Plan - is an Italian artisanal honey producer.
The story is about Paolo (the owner), who loves bears and can be depicted as a kind of bear himself.
I do love bears as well, especially I love drawing animals.
The personality of Piano Bee was then an easy find: a big, good, bold, funny and appealing honey, which is the perfect B plan for every sweet tooth.
The concept was an exciting journey: to say "bee" drawing a bear.
The answer is the swarm, a big, huge quantity of bees.
A single bee is nothing, Paolo explained to me very well the honey-bee-hyve system and how it is perpetuated over the years, a sort of collective brain, a mass intelligence where the individual has meaning only if it is part of a group.
So the single bee disappears, while the swarm appears.
Translating this into graphic design, suddenly I realized could do and draw whatever I wanted using the swarm method... and I drawn a huge bear :)
photos of beehives by Roberta Romagnoli