Pass The Honey Brand Book
The Reason: In the fall of 2019 I was enrolled in an intensive Advertising course called Writing Design Concepts. Throughout the term, we worked to create a campaign book for a brand that sparked our interest. I chose Pass the Honey, a small online shop that specializes in individually packaged honeycomb. Their niche market posed an exciting challenge for an advertising campaign and the company’s dedication to responsible sourcing aligned with my own eco-friendly values.
The Challenge: This fast-paced course required students to attack every aspect of a campaign from start to finish. Trying my hand at copywriting, art direction, and design pushed me out of my comfort zone but gave me a whole new understanding of the process as a whole. My professor’s critical feedback and high expectations made me rise to the occasion, accept critiques with open arms, and learn to “make the work smart, not clever” - Tom McDonnel
The Pay Off: Knowing my way around Adobe Suite, a world-class mentor, a complete campaign book, a thicker skin, and a renewed respect for creatives.
The Strategy: Appeal to the rising green nutrition market by highlighting the brand’s niche health benefits and responsible sourcing.
