ZED Creative was asked to develop an identity for the newly formed National Beekeeping Centre Wales, which was to be sited at the Bodnant Welsh Food Centre in the Conwy valley, North Wales. The brief was complicated by the fact that the centre was to cater for the general public, to educate and inspire people about bees, but also as a resource centre for the experienced beekeeper, both locally and nationally. It was obvious from the start that the two groups potentially had very different views on how bees should be portrayed. The general public needed something that spoke of fun and interest, while the experienced beekeepers were looking for tradition and a serious, rather than frivolous, image for the centre.

While a number of alternative logos were presented, the favoured route was along a traditional woodcut style illustration. In truth, we produced the illustration digitally rather than through traditional methods, having developed the style on a previous animation project.