Bringing A taste of medieval magic to Hive Mind's Tavern Mead
When Hive Mind approached us to create a label for its new range of Tavern Meads, we saw an opportunity to bring a little medieval magic to the shelf.
Made from 100% honey, these authentic meads offer a lighter, more approachable 8% ABV, opening up this ancient drink to a new generation of curious drinkers. The challenge? Create a distinctive identity that celebrates mead’s rich heritage, while giving it a fresh, playful personality.
Our answer was a little medieval mischief, brought to life through handcrafted illustration.
At the heart of the design is the ‘Mazer’, a name that refers both to someone who makes mead and the traditional vessel from which it’s drunk. We brought this character to life as a playful medieval figure, holding a traditional drinking vessel in one hand and medieval flag in the other. A character that celebrates both the craft of making mead and the pleasure of drinking it.
Inspired by the woodblock illustrations of the Middle Ages, the deliberately flat, characterful drawing style captures the charm and quirks of medieval artwork, while giving the label an organic, handcrafted feel that reflects the product itself.
Every detail has a purpose. The Hive Mind logo tab locks into the illustrative border, with bees weaving between the branches of the tree. Traditional medieval-inspired typography, complete with decorative letterforms which adds to the historic character. Keeping the illustration light and considered ensures the product messaging remains clear and the copy takes centre stage.
We then brought the design to life across two further flavours; Hedgerow, which is an unapologetically British celebration of the countryside, inspired by the tart, tangy flavours of the traditional hedgerow. Spiced, a warming, aromatic blend showcasing the complementary flavours of ginger and cinnamon. Each variant introduces its own illustrated ingredients into the central tree, alongside a distinct colour palette for easy range navigation.
The result is a characterful new label range that brings together medieval heritage, natural ingredients and contemporary shelf appeal.
Photography: Hive Mind
Embarking on a branding or packaging design project? We’d love to hear from you. Email us at: [email protected] or give our studio in Falmouth, Cornwall a call on +44 (0)1326 744 776