Manukee Daily Wellness Drink was a new player to the beverage market. The brand was unique in that it harnessed the power of New Zealand’s UMF 10+ Manuka Honey, known for its miraculous health benefits, in a ready-to-drink formula made with all natural flavours and pure New Zealand water.
As a new entrant, Manukee faced many challenges – to present itself as a reputable brand, educate consumers of the attributes and benefits of UMF 10+ Manuka Honey, and to convince them that it was one of the best, premium easy-to-drink natural health tonics for daily consumption.
Brand New Day created an elegant, eye-catching visual story as part of the Manukee Wellness Drink packaging and touch-points. Warm honey and earth tones reflected the product composition and naturalness of the drink, drawing on inspiration from the beautiful foothills of Mount Ngauruhoe where the honey hives are located. Visual icons in the shape of hive cells communicate the product benefits, while the story of how Manukee is created can be found on the back of every bottle. Since its launch, the brand has attracted considerable interest across Asia and from major health-food retailers in the USA and the Middle East.