Honeybees see in UV. It was this revelation that provided a unique and distinctive visual language and perspective for the brand.

Honeybees don’t just provide us with honey. They have a complete health and wellness system. Honey provides their fuel for life. Propolis (an antiviral, antiseptic and antibiotic substance made by bees with saps and pollen) creates their own cloak of immunity, and royal jelly – fed exclusively to queen bees, and credited with increasing their lifespan by forty times that of the worker bee - provides the promise of longevity, renewal and immortality.

Life, Immunity and Immortality became the three product lines and the new brand story, and the way bees see the world became our visual identity.