MetaDesign creates consumer brand Heybee
MetaDesign developed the Heybee consumer brand from the ground up, creating a brand experience that highlights the natural power of bees.
The start-up "Heybee" was founded with the idea of creating a health and lifestyle product brand based on the natural power of bees. The aim is to become the market leader for propolis-based natural products in the areas of wellness, health and nutrition in Europe and worldwide. Propolis is a resinous substance that honey bees extract from buds, sap and other botanical sources. The organic components contribute to the antibacterial, antiviral and antioxidant properties, making the ingredient a natural remedy.
To bring the natural power and natural product to life in a brand, MetaDesign created the Heybee brand in one month. In a highly collaborative and agile process, the strategy, brand name, visual identity and packaging design were developed from scratch.
The new name is the result of extensive creative exploration in parallel with intensive brand testing. "Heybee" is a tribute to the bees that make a valuable natural product like propolis possible in the first place. The word mark and the super symbol are intended to reflect the light and lively spirit of the bee dance. The color "Bee Yellow" characterizes the category code, complemented by the natural tones Nature Green, Berry Purple, Stone Grey and Earth Brown. The simple nature of the images should enable the startup to create effective visuals easily and independently with the help of AI. The typography features small elements reminiscent of bee antennae. Orchestrated like a beehive, Heybee reflects the surprising, inspiring and cheerful, yet efficient and reliable character of a brand at the intersection of health and lifestyle.
Michel Stecher, co-founder of Heybee, explains: "For us, MetaDesign was synonymous with global branding expertise right from the start - crucial for our global ambition. At the same time, we had our reservations as to whether MetaDesign could switch into a start-up mode, as we needed. We were pleasantly surprised from day one. We benefited from the very close, straightforward and honest sparring - crucial to give our brand the profile we expected; from the internal business strategy and brand positioning to the name and visual identity of Heybee."
MetaDesign CEO Lukas Eiselin adds: "With Heybee, we have shown how naturally we work in a highly agile and collaborative mode with start-ups. Together with Heybee, we succeeded in creating a new brand from scratch in just one month."
