For this branding exercise, I wanted to focus on the keywords that I thought best represented Henry's Honey in the brief. These were luxury, modern and polished.
A serif font is typically traditional, and I think it works well for a high-end, British company. The dark, emerald green is a rich, premium colour, while also representing nature. Instead of using gold, which is used a lot, I went with warm beige tones, which I believe looks quite modern.
The simple icon represents both honeycomb and a honey dipper, but it also has the feeling of something luxurious like a chandelier.
I think, overall, this design fits the 'less-is-more' request.
I'm a relatively new graphic designer, so any feedback is much appreciated!