Brianna Bradley and Erin Baptiste

Intermediate Creative Concepts | Jeff Curry

Turtle Haus Almonds Rebrand

Bees are a very popular insect these days, and not just for their sweet honey. Bees are needed to pollinate most of the worlds agriculture. One in three bites of food is either directly or indirectly pollinated by honeybees, and 85% of all commercial honeybees are used in pollinating almond trees alone. The use of honeybees in commercial agriculture is effectively killing the bee population as we know it. If we continue at our current rate, our tiny pollinators wont be around much longer. 30-40% of bees used for agriculture die annually. And once the bees die, our society will dramatically change for the worse. Self-pollinating almonds have the potential to change the use of bees in agriculture for good, and ending the need bee use in agriculture will help an endangered and much needed species on our planet. This project is a complete rebrand for the independence almond brand Turtle Haus. Our brand identity is seen to the left and encompasses how Turtle Haus will transform into My Own Keeper, Bee Approved Almonds, and take a new strategy in bringing the voice back of the modern day bee.

One tactic in this rebrand was to focus on a very active twitter presence where the audience can speak directly to the bees. By posing a question to My Own Keeper’s twitter with a hashtag (ex: #AdviceFromtheBees or #BeeProblems), the audience will be able to engage in fun, nice banter with the bees, learn from the bees about their lives, and learn how M.O.K. is helping the world bee friendly. Once again, we are going to open a much needed, entertaining, two-way conversation between our audience and the unheard, over-used bee population.

To the left is My Own Keepers second tactic - a (:60) TV Spot. This spot will introduce our audience to a piece of My Own Keeper technology that allows an unexpected oce worker named Jim to talk to bees. The kicker? Turns out these bees have a bit of an attitude after we have made them pollinate almonds for so long. The TV spot will show My Own Keeper’s lighter side while keeping the conversation about, for, and with the bees.