As the originator of the “honey bear” package, Melford Olsen Honey had watched over the years as the entire honey industry adopted the bear as a ubiquitous icon. Studio One Eleven accepted the challenge of updating Mel-O’s packaging after compiling industry-wide analysis and consumer data validating the importance of the “bear shape” as a prerequisite for consumer trial, but supporting the need for functional improvements in opening, dispensing, and re-closing. The Studio’s creation, the world’s first inverted control valve bear package, went on to earn a US design patent exceeded Melford Olsen’s branding and operational requirements.
According to Curt Reiss, GM and CEO, “Berlin did a remarkable job of meeting those needs on a package that has very little space to tell the story.” Sales volume of the new package ‘bears’ this out.. 2006 volume increased 28% over 2005, while 2007 volumes increased another 149% over 2006.
