North Lawndale Employment Network (NLEN) is a nonprofit organization that creates innovative employment initiatives in a distressed Chicago neighborhood. It was developing a line of honey products to provide training and jobs for ex-offenders, and asked Kym Abrams Design to help with naming and branding. The new line was intended to launch in upscale farmers’ markets, and, once established, move into grocery stores. The first challenge was a zero budget.

NLEN was using urban agriculture to improve the quality of life for community residents. We felt the name and branding should have a fresh, distinctly urban look and feel—simple, elegant and contemporary. We also wanted to suggest the project’s purpose (making a beeline to gainful employment). Beeline needed packaging that would stand out. A contemporary set of jars to complement the simple, clean logo design achieved the look and feel that Beeline represents. With no current budget for the brand, design and copywriting were donated. In sourcing printers, a very low-cost method was the only solution. Printing only black and one PMS color brought the cost down significantly. We also chose to use a pre-kiss-cut label and avoid the cost of a die.

Beeline is viewed as a very upscale, trendy product sold in small boutiques and farmers’ markets. In its first season, Beeline sold out at several markets. Due to Beeline’s great success, a number of employment opportunities have been created. The project is returning an empty city lot to productive use. Beeline products are 100 percent organic.