About

Project Goal: Lead the transformation of Dixie Hunte's Honey. to a luxury brand in alignment with our competitive set. We are moving beyond a humble honey brand to establish ourselves as an Affordable Luxury lifestyle brand that happens to sell honey. Our £22 price point positions us as the perfect high-end gift or self-treat. Competitive Set: Our design and experience must rival top-tier consumables in the affordable luxury gifting space, such as luxury candles, heritage confectionery, and boutique accessories. Wnat we need: - a full creative blueprint and finalised assets that redefine our image, making the brand synonymous with timeless sophistication, glamour, and bold living. - Website Creative Blueprint (The Plan): A detailed plan (layout, spacing, navigation) showing exactly how our new website should be structured to deliver an elegant, high-end shopping experience, emphasising curated collections and gifting opportunities. - Luxury Wording (The Voice): Final, polished copy for all main website pages. The language must fully support the lifestyle shift, selling the elegance and occasion. - Photography Rules: Clear instructions for photographers, dictating the cinematic, lifestyle look that places the product within a context of aspirational gifting and bold living. 🌟 Core Deliverables (What You Will Create) - Your work must reflect the manifesto and provide the necessary assets for internal execution. - A New Look - New Brand Identity (The Look): Final logo and design rules (colours, fonts, etc.) for transformation to a luxury brand.. - The design must communicate exceptional perceived value and gifting suitability to justify the £22 price point. - The Brand Rulebook (Guidelines): A complete, easy-to-follow guide for our team, enforcing the "glamour, humour, and wisdom" persona of Dixie Hunte across all visual and verbal touchpoints. - Ideas for upgraded packaging Things to Avoid: - Crucially, all copy must avoid referencing product functionality, common uses, or explicitly marketing health benefits (these are assumed by the product's quality, not advertised). - Imagery must never show the product being used as a simple food topping or ingredient.