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, Makring Awards, World Brand Design Society, etc.) as well as projects implemented all over the world. Our works 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 world wide. 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
Brand Name
"Nine" Wine
Designer Name
Stepan Azaryan
Position of Designer
Designer
Client
9architects
Target Group
The partners and colleagues or other peoples related to the 9architects company
Major sales
Other The project is a private label wine created especially for 9architects studio's self -promotion
Positioning
Limited Edition/IP Collaboration
Design Story
THE CHALLENGE This is a most exemplary project, where we were asked to create an architecture company’s private label for a self-promotional event, meanwhile, we were the ones to suggest a product. So we suggested wine. Because architecture and wine are conceptually and physically incompatible. THE SOLUTION We came up with a stereotype-breaking solution, the same way as the architect breaks the stereotypes each time by creating unprecedented sculptures and architectural structures in an absolutely limitless and unconfined dimension of architecture․ We dared to place an architectural construction on a cylinder-type bottle - the prototype of skyscrapers rising up from the globe. The label is an architect’s layout in the center of which stands 2 geometric shapes that form the company’s logo “9”, made from real concrete – the favorite material of any architect. The cork is intentionally left visible which once again hints at the outline of the logo. Moreover, the concrete construction that ascends from the bottle has also a functional feature: it serves as a device to hold the bottle in a horizontal position, which is essential for the wine reserve. THE RESULT We created a tremendous visual and psychological expression, which we have tried to pass by this design: we managed to minimize a whole building into a bottle of wine, create an exceptional and remarkable design and bestow it with a functional feature that once seen, can never be forgotten, as a remarkable architectural monument or a nearly perfect wine.
Highlights
This is a most exemplary project, where we were asked to create an architecture company’s private label for a self-promotional event, meanwhile, we were the ones to suggest a product. So we suggested wine. Because architecture and wine are conceptually and physically incompatible. We created a tremendous visual and psychological expression, which we have tried to pass by this design: we managed to minimize a whole building into a bottle of wine, create an exceptional and remarkable design and bestow it with a functional feature that once seen, can never be forgotten, as a remarkable architectural monument or a nearly perfect wine Moreover, the concrete construction that ascends from the bottle has also a functional feature: it serves as a device to hold the bottle in a horizontal position, which is essential for the wine reserve.
Market Performance
It is a private label wine created for the self-promotion event of an architecture company.
Material
Other
Craft
We dared to place an architectural construction on a cylinder-type bottle - the prototype of skyscrapers rising up from the globe. The label is an architect’s layout in the center of which stands 2 geometric shapes that form the company’s logo “9”, made from real concrete – the favorite material of any architect.
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