Honey Spirit – Extending the Award-Winning Hive Mind Brand by Kingdom & Sparrow

After an award-winning rebrand of their signature Sparkling Mead, Hive Mind returned to Kingdom & Sparrow to extend the brand into a new category, with a new range of Honey Spirits, starting with a Spiced Honey Rum. While Hive Mind’s mead range is all about flavour, fun and a casual occasion, the brief here was to create an elevated expression of the core brand, which suited a more grown-up audience, with a more formal drinking occasion. The brand wanted to use this opportunity to reach new consumers, and ‘giftability’ was a key element of the brief – this needed to be a bottle you’d love to unwrap on a special occasion. Capitalising on a recognisable core brand asset, the packaging design for the new spirits range expands on the lino-cut style from the Sparkling Mead cans. We chose to pri