Type of applicant company

Design organization

Country

Armenia

Company Website

https://backbonebranding.com/

Images

Brand of the Work

TUFF Premium Brandy

Designer Name

Creative Direction - Stepan Azaryan, Art Direction - Marieta Arzumanyan , Design Team Leading - Gevorg Abrahamyan , Design - Stepan Azaryan, Marieta Arzumanyan, Brand Strategy - Lusi Grigoryan

Position of Designer

none

Target Consumer

TUFF targets individuaTUFF is made for those who appreciate a rich, bold brandy with a touch of elegance. Inspired by the volcanic landscapes, its deep flavors and heritage-driven design offer a truly exceptional experience.

Distribution Channels

E-commerce; Supermarket & CVS; Restaurants & Hotel

Positioning

Luxury

Design Story

Based on a volcanic spectacle, this premium brandy design takes inspiration from the dynamic interaction between fire and stone.
The long square glass bottle serves as a charming vessel that reveals the inherent nature of brandy. Its shape allows the brandy to display mesmerizing colors, reminiscent of the fiery shades of molten magma - with a pulsating, indomitable energy. Placed like a cubic lid on the bottle, seamlessly following its shape, the tuff acts as both a lid and a keeper. Its cold, firm surface contrasts sharply with the intense energy inside - as if its heaviness forces the magma-like brandy to remain contained. Being essentially frozen magma, tuff, with its rich palette of colors, reflects the richness of flavors and notes of this premium drink. The logo “Tuff” maintains the cubic shape of the product and its color echoes the fiery hues of the brandy.
In this harmonious but contradictory union, our packaging reflects the essence of volcanic evolution. The cubic glass bottle holds the vibrant energy of magma, while the cubic tuff cap represents timeless strength and stability. Together they create a visual symphony that celebrates the eternal dance of creation and containment.

Highlights

This premium brandy design combines fiery energy and solid strength, with a cubic glass bottle showing magma-like hues and a tuff cap made from volcanic stone. Together, they reflect the balance between creation and stability.

Market Performance

The market performance of this project has been exceptional, garnering widespread attention and admiration. While specific numbers cannot be shared, the product's success and impact have exceeded expectations, resonating strongly with its audience.

Material（For concept works, please choose the material you plan to use）

Other stone, glass

Craft

The journey to create this packaging was as intricate as the design itself. The use of tuff presented challenges, as the stone can naturally leave small crumbs. To overcome this, we collaborated with a master craftsman who developed a special process to ensure the material’s smoothness and durability for mass production. Initially, our vision was to integrate the tuff directly into the bottle’s design, but this proved impractical for opening. We solved this by incorporating a material that holds the stone securely, while allowing for easy removal.

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

The cap, with its deep hollow, is designed to be reused as a holder for small items like pens, or as a decorative keepsake - especially meaningful for the Armenian diaspora, as tuff stone has long been used to build ancient Armenian cities.