BeHoneyBee brand book
A brand book and design system for a children's clothing brand: from values and the mark to the shop, Instagram and packaging.
Other projects for BeHoneyBee
Context
BeHoneyBee makes bright clothes for children from 0 to 6 and sells in Czechia and across Europe. The brand lives in a bee world: the shop is a hive, points collect like honey, and customers are little bees.
The Challenge
The shop, Instagram and the parcel have to speak with one voice. Without shared rules, every post, email or tag would be made from scratch, and differently each time.
The constraint
The brand is young and the shop is still being built. So the book marks some things as preliminary, like the loyalty program thresholds. Print colors still get checked on proofs.
The decisions, pinned where they live
Why we made it this way.
Each of the fourteen colors has a Czech name. That's what the color is called in mockups, in emails and in code.
Medová is the accent: an arrow, points, a progress bar. It takes about seven percent of a screen, white about half.
Home is Jetelová růžová, the catalog Plástev, the product page Obláček. Moving between sections, the background shifts smoothly over one second.
Levandule appears nowhere else in the palette, so the mark stands out at first glance.
Each of the fourteen colors has a Czech name. That's what the color is called in mockups, in emails and in code.
Medová is the accent: an arrow, points, a progress bar. It takes about seven percent of a screen, white about half.
Home is Jetelová růžová, the catalog Plástev, the product page Obláček. Moving between sections, the background shifts smoothly over one second.
Levandule appears nowhere else in the palette, so the mark stands out at first glance.
What we did, and why
A mark you can embroider
Two mirrored Bs in a circle with antennae. The line is thick with rounded ends, so the mark holds up as embroidery. With it come clear space, minimum sizes and a list of don'ts.
The tone of a kind neighbor
We write gently, with diminutives and at most one bee joke per block. Prices, sizes and data get plain words with no puns. The hive glossary renames the cart the hive and points Honey Points.
The shop, all the way home
The cart is called the hive and slides in from the right. Checkout has four steps with no jokes. Order status reads as a bee's flight, from the hive to your door.
The SEO thinking behind it
One document for shop, social and parcel
The chapters cover the e-shop, Instagram, packaging, tags and email. All of it sits on the same palette, type and mark.
Czech as the brand's main language
Explanations are in English, examples in Czech. The book also covers Czech typesetting: quotation marks and a non-breaking space after one-letter prepositions.
Child safety as a rule
A child's face is published only with the parents' written consent. We don't write children's names or add a location when a child is in the frame.
Motion that respects the reader
Interface animation lasts one second at most. If someone has reduced motion turned on, they see only a gentle fade.
Where it landed
Brand book version 1.0 is finished and serves as the brief for the shop, Instagram and packaging. The BeHoneyBee shop and the Instagram studio for the phone are being built from it. Open the whole book, it's in this page's language.
A closer look
Click any frame to open it full screen.
Same client
More for BeHoneyBee
Children's fashion, e-commerce
BeHoneyBee
Children's clothing sold two ways at once: off the finished collection, or made to measure from the child's measurements.
Children's fashion, social media
BeHoneyBee Instagram studio
A tool on the phone: an on-brand post, Story or Reels cover, with a ready-made Czech caption.