For the first time in 17 years, Honey Stinger is sporting a brand new look. The company has begun releasing an updated brand identity, including a new logo, colors and font, new brand statement and tagline, and all-new packaging across its full product lineup.

The comprehensive brand refresh comes at a time of significant growth and expansion for Honey Stinger, rolling out on the heels of numerous other key developments for the brand — including a partnership with investment company Factory LLC last fall, several major event sponsorships including the TCS New York City Marathon and Marine Corps Marathon, new collegiate partnerships, new product development, expanded market reach and more.

“This is an incredibly exciting time for all of us at Honey Stinger, and this update is representative of that,” said Bill Gamber, Honey Stinger’s founder and co-owner. “We’re very proud of the many ways our brand has evolved since its inception in 2001, and we believe our new look better reflects who we are today, while still continuing to speak to where we’ve been and the values our brand was built on. Amidst all the growth we have experienced, our core mission remains unchanged: to provide convenient, reliable nutrition for athletes, made with organic honey and delicious ingredients.”

With its revamped look, Honey Stinger has taken on a cleaner, more simplistic and more modern identity, while staying true to those aspects the brand has defined itself by for nearly two decades.

Honey Stinger’s new logo, which debuted earlier this spring, replaces renowned brand mascot “Buzz” the honeybee with a unique honeycomb design — a modernized nod to the brand’s celebrated honey heritage and the natural energy source at the heart of each of its products. The design is complemented by a sleeker, yet still-bold new signature brand font.

The brand has also adopted a new tagline, “Sweeten the Burn™,” which targets Honey Stinger’s core audience of athletes and acknowledges the benefits that proper fuel can provide as they work to push their limits, reach new heights and achieve their performance goals.