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, play, 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, design, and photography
KT Wilhoit
↳ Web development
Scope
↳ Brand identity
↳ Voice and tone
↳ Creative direction
↳ Photography
↳ Product
↳ Website
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.
