The UMFHA protects, researches and promotes the New Zealand honey industry. With growing consumer awareness of the benefits of Manuka honey, there was a need to help consumers navigate the various product claims on shelf and build trust in Manuka. Working with a partner agency, we collaborated with the Association to design a brand and quality trademark that is now recognised as the international industry standard for Manuka pollen counts in honey, which has helped pave the way for the growth of this industry worldwide.