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Backbone Branding





RICEMAN






























The Challenge
As one of the most ancient cereal grains and one of the highest consumed ingredients around the world, Rice has been a staple component in our diets for centuries! Given that we are very much used to having this ingredient in our daily life, we tend to forget that the process in which this grain goes through until it gets on our plates is an interesting and specifically intricate one.
So when a small distributor has contacted us to create a design for two types of rice, whose main clients are health food stores, our goal was to evoke the interesting and inspiring process of rice growing by paying tribute to the anonymous humans in charge of the hard work in the rice fields.

The Solution
So our packaging needed to convey an emotional, human message but be functional at the same time.
Visually, the design on the container should be uncomplicated and minimal in order to perfectly represent this simple and familiar grain, and at the same time remind us of the human labour in the rice harvesting process. So the goal was to use the bare minimum and only necessary amount of black graphic lines in order to capture, in the most minimal way possible, the facial expressions of the rice farmers. Portraying the diverse emotional states a person goes through, the graphics go from self-confidence and pride, to satisfaction, empathy and tiredness. From the merchandise perspective, when displayed next to one another on a shelf, the products would be covering the wide spectrum of human feelings, as if those farmers were having an expressive conversational scene with one another.
The End Product  
Regarding the functional aspect, we opted for 2 different sizes of bag, which simply indicate the type of rice it contains:  the small bag for short-grain and the tall one for the long-grain.
As for the material, we went for the sustainable option with the use of a high density sackcloth fabric to contain the rice, and a carton lid in the form of the Asian farmer¡¯s traditional conic hat. To make things easy for the consumer, on the inner side of the cone hat are marked rice cup measurements.
Continuing with our tribute to the human involvement behind the rice product, we have chosen the name RICEMAN as a way to immortalise his identity on our brand.  As for the graphics and visual writing style, we selected an Asian calligraphy for our logotype to emphasise the regional origin of this grain.
Credits:
Brand Strategy Director: Stepan Avanesyan
Creative Director: Stepan Azaryan
Project Manager: Meri Sargsyan
Designer: Stepan Azaryan, Eliza Malkhasyan
Modeling Designer: Armenuhi Avagyan
Illustrator: Marieta Arzumanyan, Elina Barseghyan








Beak Pick !




































The Challenge
These days we are becoming increasingly aware of our health, therefore exchanging our old diets with more nutritious options and overall healthier eating habits. Recent studies show that is it highly recommended to eat in small quantities throughout the day rather than burdening our digestive system with large meals. However, we live in a country where jam is popular and a consumer¡¯s favorite. Therefore, our aim is to continue enjoying this delicious but highly sugary food rather than cutting it off from our daily diets, while consuming it in a more cautious way.
So, the idea for this new line of jam was to construct a brand identity that conveys this specific message: ¡±jam is a treat to be savored rather than a meal to be devoured.¡±
The Creative Concept
Nature is always a great source of fascination to us, we get inspired by studying the shape and anatomy of its components or even observing the behavior of its species.
While observing the way birds ate fruit in an orchard, we came to a conclusion that their behavior is representative to the way man should graze on food and enjoy it in small quantities. Their behavior was precise, taking in their daily dose of sweetness in tiny bits just enough to get a taste of the delightful flavors without overly indulging. This is the way man should consume jams. They are ¡®¡¯daily treats¡¯¡¯ to be savored slowly and leisurely while taking pleasure in the moment and the taste rather than to be devoured too quickly.
The beak is the part that the bird uses in order to pick up the piece of fruit and eat it. Furthermore, we noticed on a visual level, that the similarity between the aesthetics of the beak of a bird and the shape of some fruits is significant. Adding to this that fruit are the main components of jam, our product!
The Result
This is how the name ¡®¡¯beak pick !¡¯¡¯ was born.
This was followed by a unique series of illustrations portraying the resemblance between the anatomy of a bird¡¯s beak and the form of fruit by combining them into one entity. Going deeper with our bird theme, we were inspired by their frisky walking patterns for the playful writing style, then we added to the logo the scattered tracks of their feet. With its pure white background the product stands out from the lot and creates a contrast with the vibrant, colorful illustrations and black writing therefore having a strong impact on the looker.
Our message is clear and precise, consumers should savor '¡®Beak Pick !'¡¯ as their daily sweet treat. Visually, with birds and fruits illustrated on its label, the brand evokes a pro nature design, which perfectly mirrors the natural and non-artificial quality of the product. The ¡°Beak Pick !¡± range includes jam and preserves, compotes, dried fruits and tea.
Credits :
Brand Strategy Director: Stepan Avanesyan
Creative Director: Stepan Azaryan
Project Manager: Meri Sargsyan
Designer: Eliza Malkhasyan, Stepan Azaryan
Illustrator: Elina Barseghyan






Boon Bariq
























The Brief:
A local manufacturer and farming enthusiast approached us with a project to create a new brand for preserved fruits and berry products. Considering the intense competition in the preserved fruits segment, we had to establish a unique proposition for the market. The producer had developed a new formula of fruit preservation and also had harvested the products from specially selected orchards. To differentiate its products from its competitors, the manufacturer decided to use more natural ingredients in his recipes with a higher ratio of fruits and berries in the jar. Our goal was to express these advantages in the brand concept and design.

The Solution:

By studying numerous ways of illustrating fruit and label designs, we identified that many brands use a quarter or half of the jar surface to illustrate fruits and present the brand message. During our research and brainstorming about how best to convey the high ratio of fruits and berries in the jar, we came up with a simple solution: wrap the whole jar with fruit peel. Looking at the fruit in the orchard or in a supermarket, we are drawn towards those fruits that are ripe and have an attractive look. It is the best packaging design. So, we decided to transfer the same appetizing fruit peel concept onto a jar. Technically, it was possible to achieve by using a shrink sleeve label. It allowed the design to cover nearly the whole surface of a jar leaving the bottom of the jar transparent to make the product visible.

The Result:

The packaging is significantly different from the popular mass-market packaging designs for preserved food. It guarantees a distinctive visual impact on the shelf and solves two problems that any manufacturer has as a new player in the market. Firstly, with its design and colorful appearance, the product stands out on a shelf of similar products. Secondly, the fruit peel design resonates with the product¡¯s natural essence and perfectly communicates the core of the product.
The perforated part on top allows customers to open the jar without destroying the whole packaging. The colored logo on the black lid is colored with the corresponding flavor of the product in the jar. The logo is placed on the shrink label in the well-known banana sticker style, which is stuck directly on the fruit, just like on Boon Bariq.
The name captures the packaging concept as well. In the Armenian language the word Bariq means ¡°gift¡± and boon means ¡°true¡± or ¡°exact¡±, so the brand name is a ¡°True Gift¡± or, in the agricultural context, ¡°a gift of nature¡±.


Credits:
Creative Director: Stepan Azaryan
Project Manager: Meri Sargsyan
Designer: Stepan Azaryan, Eliza Malkhasyan
Illustrator: Elina Barsegyan




UNBLACKIT
















Taking into account the great variety of dairy products and its abundance on the retail shelves nowadays, eye-catching design and unique selling proposition of a product are an absolute necessity to stand out in the competition.




Now, imagine seeing a fully BLACK bottle on the all-WHITE milk shelf in the store. Introducing: ¡°Unblackit¡±.
¡°Unblackit¡± is a milk product presented in a transparent glass bottle wrapped in a black paper. Black-packaged bottle standing on a shelf next to the other dairy products sparks intrigue and pushes the customer to find out the mystery of a black bottle on the commonly all-white milk shelf. The intrigue continues when you take the product home and start unwrapping the bottle. The stylized black spots appearing along the glass are intended to depict the same spots on a milking cow. The technology of it is perforated paper with sticky spots. The process of unwrapping or ¡°unblackiting¡± is the last step of the packaging design that also becomes the naming idea of the product. The typography of the logo has also been developed to fit the same cow pattern style. Glass bottle was chosen as the best suitable option for containing milk. This is due to its superior ability to keep the product fresh, on top of its aesthetic appeal of transparency and crystal cleanliness.
As a result, we have created an interactive product with a unique customer experience. A design solution with a strong merchandising feature and game factor, as well as its unique form of presentation, gives the product the competitive advantage, used for successful introduction to the market.


Credits:
Designer: Stepan Azaryan





Kololak House Wine
























¡°Kololak¡± is a regional fusion cuisine restaurant the name of which can be translated from Armenian as a meatball or a round shape. The brand has a strong storytelling concept, which represents the rich Armenian cultural heritage and the tradition of socializing around the table, with a well-known hospitality approach of entertaining and honoring the guests.


As a part of the branding concept, the team had to work on Kololak¡¯s house-wines collection of different types of fruit wines. The challenge was to give a special touch to these wines created by unknown artisans and use packaging to represent them with a special identity that plays well with the restaurant concept.


The Armenian miniature, manuscripts and calligraphy were the main sources of inspiration for the design. The team aimed to represent the ethnic and folk art with a contemporary approach, thus implemented unique techniques and fusion methods to realize the ideas. The hand-drawn illustrations and calligraphies, depicting famous toasting quotes, the culture of feasting and wine serving, are wrapped gently around the bottles as a packaging. All the bottles have round shape cork, aiming to unify the packaging and symbolizing the ¡°Kololak¡±, while also this shape is the most comfortable form of reusable corks.
Credits:


Brand Strategy Director: Stepan Avanesyan
Creative Director: Stepan Azaryan
Art Director & Design: Christina Khlushyan
Designer: Eliza Malkhasyan
Illustrator: Roman Grigoryan, Mariam Stepanyan, Tamara Kaghzvantsyan, Elina Barseghyan




¹ØÓÚBackbone Branding¼ò½é




Expressing the Brand Essence Using Design is What Brings Brands Alive.

We are an independent branding studio and creative business partner for clients who are ready for extraordinary solutions.
To deliver such solutions we dig deep into a brand¡¯s essence and values, clearly understand them, and then inject them into the design. This is the surest way to move beyond design for design¡¯s sake and give consumers a brand that is both undeniably relevant and incredibly engaging.
Sure, it¡¯s also a process by which we¡¯ve been competing with world¡¯s leading brands and won many respectable awards. But awards aren¡¯t our goal. While they provide proof of our creativity, the appreciation of our works and offer credibility that comes from peer recognition, they are ultimately a means to acquiring ever more difficult challenges.
And that is ultimately what get¡¯s us up in the morning:  the thrill of working with clients to try and tackle increasingly challenging branding problems that then lead to successful businesses for clients.
Intrigued?  Why not give us a shout today and see how we can transform your brand and your business.


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