THE BEEMINE LAB
The idea of “care” has changed… Our health and the health of the planet are now connected. Nature rules the world; it creates, manages, evolves, and achieves balance without discriminating against any of the beings that are part of it. We have a lot to learn from it and that is why we trust in it for our well-being, understanding its potential and bringing its wisdom into our lives, leaving behind prejudices rooted in society.
The Beemine Lab contributes to this change, starting from the benefits of cannabis and beekeeping, connecting their potential to create solutions for physical and mental care.
Challenge
The Beemine Lab grew with the CBD boom, which has gone beyond a fad to establishing itself in our society as an increasingly accepted alternative medicine. Because there are still many stereotypes that make cannabis a taboo, brands try to rebuild the collective image of cannabis by overloading audiences with scientific and technical information.
To provide differentiation in a saturated and trendy market, to go beyond the ingredients of the products, building a narrative that not only educates but also connects with different audiences and realities, demonstrating the origin and benefits of the active ingredients in their solutions.
Solution
We helped The Beemine Lab develop its story through a positioning territory that puts nature at the centre as a source of wisdom to learn from and not just something to take from. ‘Smart Care’ empowers the study of nature to unleash its intelligence through the combinations that emerge in the richness of its ecosystems.
All this with a clear purpose: ‘To boost the balance between nature and people, taking care of each other in a smart way’. In other words: to take care of our impact on nature so that it takes care of us intelligently and healthily.
«El reto es llevar la tendencia del CBD a un mercado tan tradicional como es el de la farmacia.»
[ ] INTERNAL INTERVIEWS TBL TEAM
With a tagline that conveys the brand’s attitude and that values nature and its ability to offer us the best solutions: ‘Trust nature, not us’. Because nature is wise and creates and evolves everything around us, before believing in humans, we believe in nature.
We established their role as drivers of nature: The Beemine Lab studies and learns from nature to develop natural synergies and unleash its potential in their solutions.
This new positioning brings new implications for living this new connection between caring for people and nature, the definition of values and personality that help to convey the message to all audiences articulated in a tone of voice capable of connecting science, dissemination, attitude, and fun in a single brand.
The Beemine Lab’s visual identity is based on the concept of ‘Natural Science’. This contrast of terms permeates and comes to life throughout the brand’s graphic universe. In the wordmark, acting as a reminiscence of the mathematical formulation, but also building around the abstraction of the idea of ‘wings’ or ‘honeycomb’ in its most reduced version: ( B ). In the design system, by opting for a rational approach that speaks clearly and honestly through the use of typographic compositions and realistic illustrations of the different products. And in colour, defining a wide and vital palette inspired by nature and enhanced with the codes associated with the lab world.
Credits
ILLUSTRATIONS: Miguel Ángel Camprubí
PHOTOGRAPHY: THE BEEMINE LAB TEAM
Reconocimientos
THE BRAND IDENTITY
VISUAL JOURNAL
Reconocimiento de The Best StartUp & Small Business Branding Examples del 2022 por best design award.