ROLE

ACD/Writer

AGENCY

Small Army

TEAM

ACD/Writer: Jess Tardy

ACD/AD: Joe Krikava

CW: Evangeline Condakes

AD: Papee Thirawat

Producer: Sylvain Lucarelli

ECD: Sam Pitino

VIBES

Jam Jars & Hustle

A local honey maker needed an entire brand from scratch—name, packaging, positioning, the works. The challenge? We had exactly 72 hours to make it happen for the AdClub’s Brandathon Competition. So we pulled an epic creative sprint, birthing a complete honey brand faster than most people can pick a Netflix show.

Our approach started with understanding the target user: people who appreciate craft, authenticity, and the kind of care that goes into tending bees like extremely coddled houseplants. The name “The Good Beekeeper” practically wrote itself once we started thinking about the mindset of someone who chooses small-batch, locally-sourced honey over mass-market alternatives.

We developed messaging that connected customers to the actual process: “It takes 864 bees to make the honey in this jar” and hive tracking that let people know “Your bee lives in Hive #273.” The voice was playful but educational: i.e. “Our Bees Get the Royal Treatment, Your Tastebuds Get the Crown Jewels.” We even created a Live HiveCam concept and designed packaging made from wildflower seeds that customers could plant after using.

We landed 3rd place in the competition, proving that rapid brand development can succeed when you create genuine emotional connections between customers and craft. Sometimes the best creative work happens when you don’t have time to overthink it.