Credits
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Pou Auaha / Creative Directors
Nick Worthington, Arch MacDonnell, Mikhail Gherman -
Pou Rautaki / Strategic Leads
Nick Worthington, Mikhail Gherman, Graham Ritchie
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Ringatoi Matua / Design Director
Dave Brady -
Kaituhi Matua / Copywriter Leads
Nick Worthington, Eloise Jack
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Ngā Kaimahi / Team Members
Matt Oak, Elizabeth Stokes, Billy Worthington, Frith Armstrong, Nigel Sutton -
Kaitautoko / Contributors
Graham Ritchie, Rob Linkhorn, Ching-Ting Fu, Craig P. Burrows, Al Guthrie, Karen Inderbitzen Waller, Delphine Avril Planqueel, Toaki Okano, Lewis Mulatero, Simon Murtagh, Jonathan Mihaljevich, Stefaan Van Leuven, Dave Campbell, Rhys Casley, Dr. Oleksiy Losyev, Brian McCall, Dr. Kannan Subramanian, Inhouse Design, Toby Curnow, Alexandra Turner
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Client
Mānuka Health New Zealand
Description:
Honeybees see in UV. It was this revelation that provided a unique and distinctive visual language and perspective for the re brand of Manuka Health – NZ’s biggest Manuka Honey company. It’s a world that is normally invisible to you and me - Flowers aren’t trying to attract you and me they are trying to attract honeybees for sexual reproduction, and to see a flower as a bee sees it is to see a flower as it is meant to be seen for the very first time.
Working with photographer Craig P. Burrows we documented the world of flowers and the Manuka Tree as seen through the eyes of the honeybee – in UV. The unique images became the visual language for the brand, from the packaging to the on-line storytelling, to the web site, social, film and promotional posters along with the launch of a book and an exhibition.
An exhibition at SxSW of the photography was described by Forbes as “A Must See” along with the release of the photographic book “The Seduction of the Honeybee” which was described by The New York Times as “Simply Stunning”, by The UK Sunday Times as “Not just a beautiful book, but a call to arms” and Stern as “Mesmerizing and hallucinogenic”, with the book becoming a bestseller on Amazon.
Both the book and the exhibition launched the new visual identity and brand story.