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Case Study© 2022

Premium. Heart-Crafted

Manuka RoyaleHong Kong© 2022

Putting trust, heart, and community at the forefront of a Manuka Honey brand

Manuka Royale is a brand of New Zealand Manuka Honey that stands out owing to its high bioavailability of beneficial nutrients, and ethical and sustainable sourcing practices. The company partners with small beekeepers who are passionate about the apiary industry, and supports local communities. The brand was founded by a former professional athlete who wanted to channel her drive for excellence into creating a product she is proud of.

Manuka Royale approached BaseCreate to create and define its brand from the ground up. The brand needed to project a vibe of friendly confidence, and share the purpose of the brand in a powerful way that would draw people in.

The brand is centred on the key proposition we developed called 'heart-crafted' which explains the company's whole production process, purpose and work culture. The nature-inspired design system, featuring illustrations painted by the founder, is the foundation of the visual experience, unifying the global audience through visuals and language.

Strategy
Branding
Packaging
Website
Launch

We crafted a brand that exudes 'challenger' energy and authenticity – standing out in a crowded market while still maintaining sophisticated appeal.

By positioning our brand as a refreshing disruptor in a saturated market, we were able to attract a premium, discerning audience who like to look behind the scenes and see how the products they consume are made.

A brand voice that is bold, energetic, and passionate, reflecting the founder's athletic drive for success.

Manuka Royale's defining essence and competitive advantage were revealed through strategic workshops. To align the brand with business goals, we tackled it from both top to bottom and bottom to top. We set off by uncovering their why and how. Competitive analysis dived into the customer pain points of similar products and established brand experience goals we needed to exceed.

A visual design system was devised to allow for impactful communication in print, web, and social. Illustrations were all hand-painted by the founder and depict local birds and other wildlife in New Zealand.

The colour system is derived from the strategy that differentiates the brand, aids on-shelf recall, and is a central part of the design, lending a contemporary and warm feel.

The logo – an adaptation of the founder's signature – visually embodies the brand purpose.

Symbolising the personal commitment they put into each jar of Manuka Royale and that the products are 'the signature' natural expression of Manuka Honey at its best and most potent.

“We consider BaseCreate to be our business partner for our Manuka Honey branding project. They really went above and beyond for us with high-quality strategic thinking and creative design.

When we were starting off we interviewed several agencies, and BaseCreate’s passion and experience in FMCG branding stood out. They took the lead on research and insights, and helped us to capture several market opportunities through the brand value proposition. Thanks to BaseCreate, our brand stands out in the Manuka Honey market and our market share is growing"

Elena Brambilla
Founder
Manuka Royale

A photographic style was developed to strengthen the connection with customers.

By conveying simple usage ideas with home-cooked 'heart-crafted' meals and skincare rituals. The aim was to transform the mindset – that rather than being an expensive delicacy, Manuka Royale is a daily wellness product for the whole family.

Expanding
the range

Many customers buy the products for gifts, and we helped the brand to expand into Manuka Royale infused teas, oils and candles.

A range of giftboxes was designed around the New Zealand seasons.

Thanks
Big thanks to Elena and the team at Manuka Royale for giving us this opportunity. Check out more of Elena's illustrations @thesewingsailor

BaseCreate

15/F The Hennessy 256 Hennessy Road Wan Chai, Hong Kong

+852 2868 2793 +852 3586 0792

info@basecreate.com

BaseCreate

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+33 9 77 21 73 00

fr@basecreate.com

BaseCreate

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+49 (700) 43 29 5263

de@basecreate.com

BaseCreate

Base Creative, 43 Appleton Lane, 3287 Hamilton New Zealand

+642 9771 0777

nz@basecreate.com

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