Horney is more than honey — it’s a lifestyle statement. Its bold, playful identity reflects indulgence, passion, and an unapologetic love for life’s sweet pleasures. The name hints at a mischievous charm, positioning the brand as a guilty pleasure to be savored.
I designed the entire brand identity, from logo and packaging to labels and social media communication, crafting a cohesive, striking presence that brings Horney’s unique personality to life.
This visual research blends Marie Antoinette’s opulence with rebellious hedonism, inspired by Mark Ryden’s surrealism.It combines anthropomorphic figures, baroque extravagance, and playful absurdity, set against a pastel, powdery color palette. Almond, fig, and carob trees intertwine with dreamlike, gilded landscapes, creating a brand identity that feels both luxurious and unconventional, turning Horney Farm into an indulgent, surreal experience.
This visual research captures the dynamic energy of Yayoi Kusama’s playful aesthetics and the bold, cinematic vibrancy of Pedro Almodóvar. Featuring graphic dots, striking typography, and eccentric characters, the moodboard merges artistic whimsy with pop culture flair. The palette is bright and dynamic, anchored by strong reds and yellows, evoking energy and fun. With elements like polka dots, quirky illustrations, and retro-inspired poster art, this concept channels a modern, rebellious spirit that’s unapologetically expressive and captivating.
Rooted in bold contrasts, this research combines organic shapes with raw, brutalist influences, creating a visual language that feels both tactile and experimental. Featuring dripping forms, simple doodles, and paper cutout textures, it balances unrefined creativity with graphic intensity. Halftone patterns and abstract brushstrokes add depth, while the playful imperfections celebrate a handmade, authentic aesthetic. The result is a dynamic and modern identity that exudes creativity and energy.
Horney
By chance, the name Horney has a double meaning— evoking indulgence and desire while nodding to Karen Horney, the German psychoanalyst known for her theories on human drive and conflict.
This playful link to Freudian ideas adds depth and mischievous charm to the brand’s identity.
