Whitney’s Best
Brand Identity and Packaging Design
Whitney’s Best began with a homemade elderberry syrup made with honey and a label created by owner Whitney using Microsoft software. As the business gained traction, Whitney and her husband, Justin, wanted a more professional identity that would build credibility and help the products compete in retail while preserving the brand’s personal origins.
My Role
I led the creative direction and design, creating the refreshed logo, elderberry and bee illustrations, supporting pattern, packaging layouts, and marketing applications. I prepared print-ready files, reviewed proofs with the customer, and recommended materials, with final selections guided by the customer’s budget.
Developing the Identity
I presented two design directions. Whitney and Justin gravitated toward an emblem featuring an elderberry branch surrounded by bees, connecting the identity to the syrup’s two defining ingredients.
The refreshed logo introduced new typography. To preserve a connection to Whitney’s original design, I carried her chosen typeface, Amatic SC, into the packaging, the existing “BEE Your Best” tagline, and marketing materials. Its hand-drawn character brought consistency to the brand while honoring the owner’s creativity and original vision.
A deep purple palette referenced the elderberries, while gold accents reinforced the honey and bee imagery. Together, these elements established an organic character with a touch of elegance. I incorporated the existing tagline into the visual system, using a bee illustration to connect the phrase to the identity.
Designing for Expansion
I designed the packaging with future expansion in mind. Recurring typography, illustration, pattern, and layout created a recognizable foundation that could adapt across product categories and package formats.
As the range expanded beyond elderberry products to include offerings such as Fire Cider and CBD gummies, I evolved the identity toward a simplified brand mark. A tighter crop focused on a single bee buzzing beside the elderberry fruit, retaining a connection to the original emblem while providing a more flexible identifier for the growing range.
Amatic SC remained a consistent thread across packaging and marketing, giving new products a uniform appearance and tying them back to the brand’s beginnings.
Packaging and Production
The packaging balanced natural character with a refined finish, using metallic BOPP label material for the gold treatment. I developed final artwork across the product range and worked through proof reviews and revisions with the customer.
Retail Expansion
After Whitney’s Best secured placement with Whole Foods, I completed additional label revisions to address the retailer’s quality-control requirements. These included nutrition-panel formatting, suggested-use language, and other labeling requirements.
What began as an identity refresh developed into an ongoing brand and packaging system, supporting new products and retail requirements while preserving a recognizable connection to the owner’s original vision.
All packaging designs shown in this project were produced. The gallery combines actual product photography with digital mockups used to present the designs.
