![](https://cdn.myportfolio.com/590ff97e-cc49-4a71-9c7d-5de88a2c78d6/0848ce88-2ec9-4ce3-b983-fb55251af055_rw_1920.jpg?h=db72e23ec0e69c16db5b8ac8eb34cd16)
Brief
Design a standout J&B Urban Honey pack for a retail gifting promotion with a R35 per unit production budget.
Challenge
Connect with the vibrant, energetic and outgoing J&B Urban Honey consumer using the brand colours, intrinsics and key themes that relate to this audience and offer a value add that ensures the pack remains visible at home after purchase.
![](https://cdn.myportfolio.com/590ff97e-cc49-4a71-9c7d-5de88a2c78d6/8ea17a8d-3668-473f-9abf-0a2159b4f3ee_rw_1920.jpg?h=64cea6f4f83e1d5eae401b8a0a344ada)
Solution
Taking inspiration from what we call "The city. The buzz. The beat." we created a hexagonal honeycomb-shaped pack. The hexagonal shape also formed the core design motif to paint a lit-up nighttime cityscape with an equaliser's music bars to signify the party starting. We even added a surprising, innovative value add for when night falls.
![](https://cdn.myportfolio.com/590ff97e-cc49-4a71-9c7d-5de88a2c78d6/031ebc93-8efa-40e6-8e68-75d45d080b73_rw_3840.jpg?h=97b671a5deb9f2a7dbbd99134bc22749)
![](https://cdn.myportfolio.com/590ff97e-cc49-4a71-9c7d-5de88a2c78d6/10e3f0a9-d2ec-4825-b500-ebe2285bcd32_rw_1920.jpg?h=4606da6885f257dda6ede64f1eb2e718)
Value-add innovation
To emphasise J&B Urban Hone's ideal role as a party starter, we used an innovative yellow UV ink in the production process. This lights up the pack with a luminous glow in the dark feature* to create a distinctive talking point at home or whenever you choose to enjoy Urban Honey.
* The glow in the dark feature comes to life when charged with UV light.
![](https://cdn.myportfolio.com/590ff97e-cc49-4a71-9c7d-5de88a2c78d6/038ca3b0-d844-4151-874c-83b4c0d9c3dc_rw_1200.gif?h=2d5698231965ab839a5dae39385986b1)
Light up the night.