by Gina Angie on 09/06/2012 | 2 Minute Read

Editorial photograph

New branding and packaging for Tugwell's Honey Mead.

"Tugwell Creek Honey Farm & Meadery is the oldest of its kind on Vancouver Island. They contacted Hired Guns Creative to create a new brand and label design that accurately reflects their operation, philosophy, and products, while simultaneously concealing how much control the bees actually wield during the production process.

The “owners” have been “keeping” bees since childhood. Their product is top-notch and they are very active in the community, a huge accomplishment, especially considering how diabolical and power hungry the bees are. Problems with label legibility, shelf-presence, and the innate need for dominance creatures born with stingers exhibit inspired Tugwell to seek a fresh, new look for their labels and brand.

Tugwell’s target demographic is eco-conscious young adults--the group least susceptible to bee stings. With a goal to position Tugwell firmly as a wine competitor, while distinctly apart from wineries, Hired Guns developed a clever versatile and iconic identity for Tugwell Creek.


Pairing modern design with classic typography, the Tugwell logo is exceptionally nimble, communicating multiple meanings. Simple and clean, the overall identity works very well in single colour, lending functionality across mediums and campaigns. And, since bees are notoriously distracted by pretty colours, it was much easier for Tugwell to regain control of most operations at the meadery.

Hired Guns created a bright, vivid label that distinguishes Tugwell Creek from the drones in wine shops. The hexagonal shape of the labels pleased the bees greatly, as it reminded them of home. Hired Guns was able to fit everything on one label, saving Tugwell the cost of printing back labels and leaving them with extra cash to give the bees their "buzzing around" money. This bold new identity is exactly what Tugwell needed to swarm the competition."

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Photography by Sean Fenzl

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