Graphic

The Tuesday Club 16 Mānuka Health New Zealand Rebrand

2024 Design Craft
Credits
  • Pou Auaha / Creative Directors
    Nick Worthington, Arch MacDonnell, Mikhail Gherman
  • Pou Rautaki / Strategic Leads
    Nick Worthington, Mikhail Gherman, Graham Ritchie
  • Ringatoi Matua / Design Director
    Dave Brady
  • Kaituhi Matua / Copywriter Lead
    Nick Worthington
  • Ngā Kaimahi / Team Members
    Matt Oak, Elizabeth Stokes, Billy Worthington
  • Kaitautoko / Contributors
    Graham Ritchie, Rob Linkhorn, Ching-Ting Fu, Craig P. Burrows, Al Guthrie, Karen Inderbitzen Waller, Delphine Avril Planqueel, Toaki Okano, Lewis Mulatero, Dave Campbell, Rhys Casley, Dr. Oleksiy Losyev, Brian McCall, Dr. Kannan Subramanian
  • Client
    Mānuka Health New Zealand
Judge's comments:

A digital marvel that pushes the medium with technical precision. A marvel to look at, conceptually strong, and a shift for the honey sector.

Description:

Honeybees see in UV. It was this revelation that provided a unique and distinctive visual language and perspective for the brand.

Working with photographer Craig P. Burrows and Alistair Guthrie 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.

The 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.