Billy Bee is Canada’s best-selling honey and one of Canada’s most recognizable food brands. It was purchased by McCormick in 2008, and in 2011 Marovino was asked to refresh the brand. We asked consumers what they thought of the brand and we were surprised to discover that Billy Bee has a tremendously loyal following and many respondents of our survey actually said: “Don’t change my Billy Bee!”
Our design objectives were clear but conflicting. The client wanted better shelf presence and more visible branding. The consumers didn’t want their Billy to change. We were very careful to retain the Identifiers of the brand–the wordmark, the colour palette and the bee itself–then we very carefully enhanced them to maintain familiarity. The rest of the visual elements were re-prioritized or eliminated.
The increase in sales volume was noticeable within the first six months.