Most people may not know where their honey comes from or be aware of its many benefits. Colorado-based honey producer Rice’s Honey hopes to change that by changing the name and packaging of its flagship honey brand to ‘Local Hive.’
The brand, a leading producer of raw and unfiltered honey since 1924, is also featuring a new label design, new website, updated digital advertising and social media in its effort to raise the profile of local honey and help promote all pollinators and sustainable bee farms across the country.
The new label design change also coincides with Rice’s new alliance with Pace – Pollinator Awareness Through Conservation and Education – the Butterfly Pavilion’s non-profit global initiative to restore insect habitats, strengthen populations and reintroduce pollinator species into native habitats around the world. This partnership and commitment will be communicated on the back of the new label and will highlight how a portion of the proceeds from every bottle sold of Rice’s Honey will be donated to the Pace initiative to promote and protect the prosperity of pollinators worldwide.
The work, created by Dallas advertising agency, Johnson & Sekin, will help better communicate the brand’s raw and unfiltered Clover, Wildflower and Amber honey sourced exclusively in the US, as well as bottles of over 12 local varietals from around the country, which predicated the new direction.