Honey Creative

Set up in September 2006, Honey was founded by Doug James and Matt Purkiss-Webb, who joined forces after working together over many years. After successfully building their own companies, they combined their experience of working with Conran, Debenhams, Seat and Saab, among others. Honey Creative pools their retail, packaging and design expertise.

Computer Arts Projects: How do you think packaging design fits in with product branding and advertising?
Doug James: Our success comes from looking at everything together - a 360-degree approach - so we have a four-stage process to look at the commercial and creative sides together. First is to direct the brand's business with a commercial and creative review, then we create the 'big idea': the design's look and feel. Step three is to deliver the actual packaging, which is essential to the success and takes the most time. Finally, we look at growing the future of their business, by repeating the strategic review. So it's all linked in together. You have to know what customers want, and then package the products to communicate to the customer that it's what they want. This gives them a better experience with the brand to build loyalty.

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