Dividing Creek Farm Honey – Branding a Destination
Located just outside Fish Creek in Victoria, Dividing Creek Farm Honey is more than a producer. It is an experience. The brief was to shape a brand identity for a place that had become a must-visit for locals and visitors. Working closely with owner Matt, whose commitment to ethical and seasonal beekeeping leads the business, the brand was crafted to feel proudly Australian, vibrant, and connected to the land.
A brand that follows the bees
Matt wanted customers to understand how flavour shifts with the seasons as bees forage native flora. The visual identity system draws from this rhythm, with colour palettes and illustrations that reference native plants, flowers, and the South Gippsland landscape. Every element reflects the honesty of the product and the beauty of its source.
From Field to Jar
The packaging design celebrates the beauty of the Australian landscape where the bees forage for pollen. Each label features detailed illustrations of native plants and wildflowers that mirror the seasonal shifts in the surrounding bushland. This connection between environment and flavour is central to the brand, what’s flowering in the fields is what ends up in the jar. The result is a visual and sensory journey through the Gippsland region, captured in every harvest.
A Sense of Place
A landmark rusted-metal sign welcomes visitors at the crest of the hill, acting as a sculptural entry point to the farm. On-site materials, including tasting menus and product displays, were designed to sit comfortably in the environment, earthy, refined, and memorable.
Role
Brand identity
Packaging and label design
Seasonal illustration system
Printed collateral and signage
Site signage and entry sculpture concept
