Country

Armenia(亚美尼亚)

Official website

https://backbonebranding.com/

Company Introduction

Backbone Branding was founded in 2009 in Yerevan, Armenia. Ever since, the agency has become one of the leading names in the branding and packaging design field, having earned more than 70 awards from international competitions (Pentawards, A’design Awards, Marking Awards, World Brand Design Society, etc.) as well as projects implemented all over the world. Our works are published on numerous magazines, books, and design platforms worldwide such as getting the cover of the 5th edition of the Pentawards book. Backbone Branding has received the Pentwards title of Agency of the Year 2019 and 2020, making it the first agency in the region to receive this distinction as well as the first-ever in the history of this competition to get the title two years in a row. Given that design is a universal language, the team has various international projects worldwide. The founder and creative director of the agency, Stepan Azaryan is a jury member of professional design competitions including the Pentawards, D&AD, the Marking Awards, C-IDEA Awards, ADC awards, etc.) He has been solicited abroad to give speeches and talk about design philosophy and approaches. In 2019, in Shenzhen, China, he was invited to speak in front of thousands and 4.2 million live streaming audiences at the 20th anniversary of Baixinglong Creative Packaging (BXL)

Images

品牌

Brand Name

Ani Yogurt

Designer Name

Stepan Azaryan, Elina Barseghyan

Position of Designer

Creative Director: Stepan Azaryan Illustrator: Elina Barseghyan

Client

Ani product

Target Group

The main audience are young and middle-aged people who are committed to a healthy lifestyle, as well as parents who choose products with a natural basis for their children.

Major sales

Supermarket & CVS

Positioning

Mass Production

Design Story

The challenge Our loyal client approached us to brand a new product in the market – yogurt with fruit and berry topping. The challenge was to create a branding that would be similar to the brand identity of the parent brand and would transfer all the accumulated benefits associated with the parent brand to this new product. The solution We have created a minimalistic design that would not be overloaded with text and images but rather be attractive and straightforward, and at the same time would pass the naturalness and deliciousness of the product. The content is precisely represented in the design: it gives the impression that yogurt devours the fruits in its white infinity, absorbs the healthy components and delicious taste of each fruit, and delivers a delightful experience of the tender taste. The fruit topping and natural yogurt are clearly visible from the transparent jars. The appealing fruit on the packaging showcases the lower layer, and the natural yogurt made from pure milk is on the upper layer. The logo, previously redesigned by us, is a simple black spot, which is a nod to the spot from the cow’s body. It is shown on both sides of the packaging, making it visible from both sides of the shelf, having a more substantial impact on the consumer. The result As a result, we came up with a simple design that creates an emotional connection with customers and is immediately associated with the parent brand.

Highlights

Our loyal partners brought a new, colorful member into their dairy family—yogurt with fruit or berry mixtures at the base—and tasked us to get it dressed and ready to meet the outside world. Our challenge? To design a brand that resembled the parent imaging while carrying an independent identity. We created a minimalistic design that mimics the product’s composition (a transparent jar with a layer of jam at the bottom and yogurt filled up to the top). The graphic is of pure, white yogurt cascading down a juicy, fresh fruit—enveloping it and thus enfusing its flavors and nutrients into the yogurt to form a fresh experience of fruity yogurt consumption. The logo itself (previously redesigned by us) is a simple black spot, which is a nod to the characteristic spots found on most cows’ hides. The spot is printed on both sides of the package, making it visible on the shelf no matter how the container has been disheveled—and so streamlining the process of the spot reaching the consumer’s eye. So in the end, we crafted a simple design that leads customers to quickly associate the product with the parent brand and welcome it into the family to stay.

Market Performance

A new approach to a well-known product, unique design, and correct positioning led to high sales rates immediately after entering the market.

Material

PET material

Craft

It was important to keep the recognition of the brand and its distinctive features: clean white background, recognizable logo and mouth-watering illustrations of the ingredients together convey a sense of naturalness and freshness, reflecting the main message of the brand.

Does the design solve the problems that are common across the product category?

none

What functional designs of the work have enhanced the user experience?

none

Did the design help increase the sales performance of the product?

none

Does the work consider sustainability (environmentally or commercially, or both)?

none