Reimagining sweetness, sustainably
David James Food approached Phoenix Studios with a bold ambition: to lead a category that didn’t yet exist — 100% plant-based honey. With increasing scrutiny on food sustainability and bee welfare, the opportunity was clear: create a compelling brand for a future-forward audience.
We uncovered an unmet consumer tension — the desire for a guilt-free honey alternative that didn’t compromise on taste, texture or usability. Most existing options lacked impact, visibility and a distinct voice.
Our solution? Not Honey — a radically honest brand proposition that speaks directly to the flexitarian mindset. Provocative in name, reassuring in experience, Not Honey invites consumers to make a conscious, delicious choice: no bees, no compromise, just plant-based joy.
From positioning and brand architecture to creative articulation and tone of voice, Not Honey is unapologetically bold, simple and sustainable — redefining the category and putting David James Food at the heart of the plant-based future.
Tastes like honey. Looks like honey. Isn’t honey. #WhyNotHoney
Reimagining sweetness, sustainably
David James Food approached Phoenix Studios with a bold ambition: to lead a category that didn’t yet exist — 100% plant-based honey. With increasing scrutiny on food sustainability and bee welfare, the opportunity was clear: create a compelling brand for a future-forward audience.
We uncovered an unmet consumer tension — the desire for a guilt-free honey alternative that didn’t compromise on taste, texture or usability. Most existing options lacked impact, visibility and a distinct voice.
Our solution? Not Honey — a radically honest brand proposition that speaks directly to the flexitarian mindset. Provocative in name, reassuring in experience, Not Honey invites consumers to make a conscious, delicious choice: no bees, no compromise, just plant-based joy.
From positioning and brand architecture to creative articulation and tone of voice, Not Honey is unapologetically bold, simple and sustainable — redefining the category and putting David James Food at the heart of the plant-based future.
Tastes like honey. Looks like honey. Isn’t honey. #WhyNotHoney
Reimagining sweetness, sustainably
David James Food approached Phoenix Studios with a bold ambition: to lead a category that didn’t yet exist — 100% plant-based honey. With increasing scrutiny on food sustainability and bee welfare, the opportunity was clear: create a compelling brand for a future-forward audience.
We uncovered an unmet consumer tension — the desire for a guilt-free honey alternative that didn’t compromise on taste, texture or usability. Most existing options lacked impact, visibility and a distinct voice.
Our solution? Not Honey — a radically honest brand proposition that speaks directly to the flexitarian mindset. Provocative in name, reassuring in experience, Not Honey invites consumers to make a conscious, delicious choice: no bees, no compromise, just plant-based joy.
From positioning and brand architecture to creative articulation and tone of voice, Not Honey is unapologetically bold, simple and sustainable — redefining the category and putting David James Food at the heart of the plant-based future.
Tastes like honey. Looks like honey. Isn’t honey. #WhyNotHoney
