Tyagarah Apiaries is a unique Apiarist business located on the North Coast of New South Wales that specialises in producing premium medicinal grade honey. The honey is sourced from the Leptospermum or Jellybush plant and demonstrates equal or greater therapeutic strength as the famed New Zealand Manuka honey.
Insightfully, CEO of Tyagarah Apiaries, Michael Howes recognised this as early as 2002 and he and I have been developing public awareness of the Jellybush alternative ever since.
We worked very closely together on the logo which had to be simple yet descriptive of the flower and easily employable over all future assets especially a range of “Active” or therapeutically graded honeys. We then set about applying the new identity to the organisation and it’s products in a series of marketing “experiments” which evolved to be a novel example of effective “co-branding”, since the central logo came to represent both Tyagarah Apiaries and it’s products.
It also had to co-exist with other branded elements including the trade mark, “Australia’s Manuka” and hexagon icon denoting the product’s graded strength.
Finally it was critical that the vision be flexible enough to allow for targeting of three broad demographic sets; Domestic Users, Alternative Health Providers and Medical Professionals.
This was achieved by maintaning the simplicity of the central assets while allowing the ancillary components to “float” around them depending on which sector was being targeted during a given campaign.