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Manukora

Rethinking Manuka Honey

Manukora, an established New Zealand Manuka honey producer, found themselves in a highly commoditized space of 'me-too' brands. With sights set on expanding into the US, the brand required a shift in thinking. The first step was to align the narrative around the natural healing benefits of Manuka. As we developed a new strategy that positioned Manukora in the health and wellness space, we created an apothecary-style brand that prioritized clarity of messaging and transparency of ingredients. Since launch, online sales have increased, the brand has hit top seller status on Amazon, and Manukora has successfully entered the US market.

Art Direction
Brand Audit
Concept Direction
Copywriting
Label System
Messaging
Packaging
Photography
Positioning
Research & Insights
Tone & Voice
Visual Identity
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Pendo Photograph
Pendo Photograph
Pendo Photograph
Pendo Photograph

We created a custom typeface to evoke the quality associated with the product, the New Zealand origin story, and the company’s history.

Pendo Photograph
Pendo Photograph

To help consumers navigate the product benefits, we created a clear hierarchy of information. This included simplifying the industry-wide Manuka potency rating and developing a system to support future product expansion.

Pendo Photograph
Pendo Photograph
Pendo Photograph
Pendo Photograph
Pendo Photograph