WildCape

Define the Problem
Like wines, Manuka honey from different regions have distinctive flavour profiles. As the only single source UMF Manuka honey directly from the untamed East Coast, WildCape has a unique position in the increasingly competitive New Zealand Manuka honey market. Customer insights from the large and lucrative Chinese market showed that consumers loved the natural landscapes of New Zealand but were also looking for visual cues that the Manuka honey was for medicinal purposes.

Design the Solution
WildCape’s brand is a love letter to the East Coast region – its raw untamed beauty, genuine, down to earth people and flourishing manuka climate. A celebration of the lush, wild textures; jagged, moody coastlines and roads that seem to wind into forever. At the same time, it’s a throwback to simpler times when everything was lovingly handcrafted, natural and pure.

Deliver the Experience
The overall design aesthetic is smooth and classy, like the flavour profile of WildCape Manuka honey. The label’s refined simplicity is in contrast to the wild textures of the coast – providing a more medicinal feel while creating an interesting juxtaposition when paired with the wild East Cape imagery in marketing material.