DESIGNER

Willis Cao

PROFILE/DESCRIPTION

1. The Bee Healthy Honey Shop is a local, family-owned business on Telegraph Ave. in Oakland that started over four generations ago. They sell all different varieties of raw, pure local honey, and emphasize the health benefits of honey and overall want to spread the joy that is delicious honey. The goal is to advertise the benefits of honey, and more specifically local honey. 2. Zip codes near 94609, within close driving distance of the (only) Bee Healthy Honey Shop. Also, because it focuses on the benefits of local honey, it will only be advertised locally. 3. Brand advantages: Local (you know where it comes from), relatively inexpensive Brand attributes: Different types/variety of selection, customers’ health is important Brand experience: Family-owned/personal experience, close-to-home, comfortable, learning-about-why-bees-&-honey-are-awesome experience

GOALS

The whole point of the advertisement is rendered pointless if people do not know where to find the honey shop. The advertisement should also take something that would normally only appeal to a small number of people (caring about where your food comes from, actually buying honey as a whole is not exactly something the majority thinks about) and make it more friendly and visually appealing, attracting people who wouldn't normally look at a generic honey advertisement with a photo of a jar of honey and a honey dipper. While having a modern look to accomplish this goal, I also took care to avoid any resemblances to Honey Nut Cheerios, which is a honey-related product which is well-known, but also the complete opposite of the type of product I'm advertising (brand-name cereal vs small local "pure" honey shop). Another goal is to give the small local shop a distinct brand "look", a visual style that is immediately recognizable across all advertisements as Bee Healthy Honey Shop's.