25 May MARTA’S WA HONEY™
Even Odds student Marta Hackett had the opportunity to enter a private competition to develop to develop the international ® trademark design for WA Honey. Right then and there Marta knew the learning outcome of this experience would be super valuable, decided to go for it. Her design placed third in the competition and learnt a lot!
The brief for the client (Chem Centre, and WA honey) was requesting a unique trademark which could be identified to customers not only within WA and internationally. Putting WA honey and it’s microbiol content within the honey as recognised worldwide and on par with New Zealand’s Manuka honey.
Marta had this to say: I would encourage designers to get amongst opportunities like this. Putting yourself out there within a competition (and the chance you could fail), seems scary, but if you can put this fear aside…you can embrace the amazing learning outcomes available. Here’s what I learnt about creating a quality seal trade mark.
- IP Australia is a great resource to cross check what is available in the trademark world
- Go to events that align with the trademark you’re designing. E.g. CHEMCENTRE held an official briefing session which had important people their from the industry (IP Australia rep, the clients (WA beekeepers), packaging specialists, graphic designers, – this was the best place to gather information in real time first hand, and the specialists who had a wealth of knowledge were right there in the flesh to ask questions and bounce ideas off. You could also search for events in your area or talk to colleagues to find out about events which relate to your brief.
- Be unique – when researching similar trademarks like the big logos for honey in australia, we saw lots of honey bees, honey pots, the client was adamant they wanted to stand out from the crowd. In the case of WA Honey, it was super important that it didn’t blend in or go with the trend. It had to be the mark that was easily identifiable on a package surrounded by other brands.
- Be simple – the actual size of the trade mark would be a small 30mm by 30mm. So, it needed to be scalable. Most importantly, the design needed to be simple enough to be small enough but also easily identifiable on a package.
- Communicate – Get in there and talk to the masters. Don’t hold back – talk to people in the industry. Ask questions, make real connections, get the job done.
Overall she found the experience was great and looks forward to more similar opportunities. She encourages her peers to seek out new and challenging experiences. “Don’t be afraid to fail, everything is a process and you might find that your failures will lead you to your biggest achievements.”