MILK
Honeysticks began in Aotearoa New Zealand with a simple goal: to make safer, 100% natural beeswax crayons for kids, using nothing but the purest, food-grade pigments. Today, they’re the #2 crayon brand in the world, second only to petroleum-based giant Crayola. As the range expanded to more than 25 SKUs, Honeysticks quickly realised their packaging needed cohesion. FMCG is a tough category to break ground in; with limited real estate on pack, it’s easy for clutter to drown out the brand. Honeysticks needed a system that could scale, flex, and unify the range – while still buzzing with playful creativity and planet-positive purpose to stand out both in-store and online.
We defined the brand idea, A World of Pure Creation, and every packaging choice was anchored in being planet-positive and joyfully creative. We doubled down on purity with plastic-free craft paper packs, vegetable-based inks, and biodegradable rock-paper labels for the crayons. Cartons were built with no glue and are 100% recyclable. Bath products were packaged in reusable tins designed to double as bath toys. Each pack was intentionally designed for minimal waste, while still delivering the strength needed for global shipping.
This circular approach extended beyond packaging. Honeysticks crayons are durable and long-lasting, reducing over-consumption. Every stick is hand-poured in small batches from ethically sourced beeswax (a natural by-product of beekeeping), keeping production gentle and low-impact.
True to our brand idea, ‘A World of Pure Creation’, sustainability didn’t come at the expense of creativity. Hidden eyes, cheeky characters, and our pro-planet mascot Scribble Bee (complete with bath goggles) bring surprise and delight. A die-cut sun lets kids and parents smell the real beeswax inside, turning unboxing into a sensory experience. Illustrations are grounded in nature – forests and land characters for crayons, vibrant underwater worlds for bath time – giving each product its own story while unifying the range under one imaginative system.
For us, sustainability means protecting the planet and nurturing children through creative play that builds curiosity, resilience and self-expression. By designing packaging that reflects these values, we make the benefits visible and tangible – from non-toxic credentials to eco-friendly materials – so families can trust what they’re buying and feel good about their choice.
It’s packaging that communicates safety, sustainability and joy with no compromise on creativity. Honeysticks packaging makes it easy to love the planet.
Creative Director: Anthony Hos, Sarah Melrose
Strategy & Managing Director: Ben Reid
Design Director: Ethan Lowe
Designer: Alyssa Miller, Harriet Campbell, Jemima Christie-Limbrick
Senior Finished Artist: Gemma Scott
Group Account Director: Josh Daly
Account Director: Adeline Chua
Account Manager: Jacinta Conza
Copywriter: Bronwyn Williams, Judah Finnigan
