Young & Laramore’s updated packaging design for Bit-O-Honey embraces its nearly century-long legacy in the grocery store candy aisle. While cherished for its unique nutty honey flavor, the previous packaging struggled to captivate potential new consumers. Responding to market insights that revealed a latent audience of health-conscious candy aficionados, Spangler enlisted Young & Laramore to rejuvenate this brand. The updated packaging recast Bit-O-Honey as a subtly sweet indulgence. The vibrant hues, bespoke typography, and intricate illustrations spotlight the natural components, accentuating its rich nut-infused taste. Moreover, reimagining the brand’s well-known bee character infuses a sense of newfound wit, potentially inspired by the AI art movement.

For almost a hundred years, Bit-O-Honey’s been a fixture of the grocery store candy aisle. Those who know it love it for its nutty honey taste—a refreshing change from the sticky-sweet sugar bombs lining most shelves. But its packaging wasn’t doing much to win over new customers, and market research showed there was an untapped audience of health-conscious candy lovers. So Spangler brought us in to rebrand the iconic line. Our new packaging and identity position Bit-O-Honey as a subtly sweet fix to get you through your day. Vivid colors, custom type and illustrations showcase the natural ingredients, highlighting its nutty flavor. We also reimagined the brand’s signature bee character with a newfound sense of humor. It all ladders up to showcase the just-sweet-enough taste perfect for a more sophisticated snacker.