Scope
↳ Brand identity
↳ Voice and tone
↳ Creative direction
↳ Photography 
↳ Product
↳ Website

Soft Boy Honey sells hyperlocal honey harvested from rooftop hives in the heart of San Francisco’s Mission District. But this queer and trans owned business offers more than just a sweet product: through community outreach programs like monthly honey walks, it gives people an opportunity to connect with urban biodiversity and experience the city from a bee’s perspective.

In defining the Soft Boy Honey brand, we built on themes of hyperlocality, queerness, sensuality, and urban abundance. The result? A brand that celebrates the pleasures of everyday life and the power of queer joy.

Amy Berkowitz
↳ Brand voice and copy
Nicholas Lea Bruno
↳ Photography
Joel Gregory
↳ Creative direction and design
KT Wilhoit
↳ Web development

01

Visual Identity

Soft Boy Honey’s visual identity is inspired by a bee’s eye view of San Francisco, featuring close-ups of flowers, colors like Honey and Sky, and a bee icon rendered from the perspective of a fellow bee.

02

Verbal Identity

The brand’s verbal identity combines the innate sensuality and pleasure of honey with language that intrigues readers and invites them to appreciate the urban abundance they walk past every day.

03

Packaging

To highlight the unique color and texture of the honey, we opted for transparent labels and minimalist design; each jar is adorned with a simple, hand-drawn diagram of a bee dance.

04

Website

The website immerses visitors in Soft Boy Honey’s brand story, from the shaky, close-up bee-POV video that greets them at the top of the homepage to the bee dance diagrams in the footer.