ABOUT

Mondelez had big growth ambitions for Honey Maid as one of the jewels in their portfolio. Private label was growing in the space of graham crackers and Mondelez approached us to modernize the brand which had remained largely untouched for a decade. Our challenge was to evolve the brand whilst developing a breakthrough VIS ID and packaging to celebrate Honey Maid as the ultimate graham cracker experience.

As Honey Maid is so synonymous with s’mores, the aim with the new visual identity system was to help grow the brand beyond s’mores season, into an everyday snacking treat for parents with children who are looking for a better-for-you option. Inspired by the flavor and texture of the cracker, we developed a new identity rooted in a honeycomb inspired graphic system that dialed up taste appeal through macro photography of the tasty crackers.

The new identity will be rolled out in 2024 and we cannot wait to see the new packaging hit shelves.