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
"Bnavan" Brand Identity
Designer Name
Lusie Grigoryan, Nelly Stepanyan, Stepan Azaryan, Elina Barseghyan, Mane Budaghyan
Position of Designer
Brand Strategist: Lusie Grigoryan Brand Strategy Assistant: Nelly Stepanyan Creative Director: Stepan Azaryan Illustrator: Elina Barseghyan Graphic Designer: Mane Budaghyan
Client
"Bnavan" LLC
Target Group
strategy is direct-to-customer and not a mass production
Major sales
Other D2C (direct-to-customer) and not a mass production. To order the product the Customer have to Subscription.
Positioning
Other D2C (direct-to-customer) and not a mass production. To order the products the Customer have to subscription.
Design Story
The Challenge The client that operates on the Direct-to-Consumer market approached us to brand the exclusively natural and high-quality products of local farmers. As the specificity of their business model is private delivery of goods by permanent subscription, the challenge was to create an engaging brand that would go for a healthy lifestyle, originate strong emotional connections with consumers and communicate the story of the brand. The Solution We have discovered a story in nature: the story of healthy and happy animals that live in a farmhouse, eat healthy food, breathe fresh air, and produce natural and pure products. For the design of different product categories under this brand, we have used simple 2 color funny and lively illustrations, which took the role of creating a strong emotional connection with the customers. On the one hand, the black and white design is used for affordable printing, on the other hand, conveys the primary values of the brand: pureness and honesty. The simple color packaging design allows the lively illustrations to be changed by maintaining the brand identity. The D2C sales strategy provides our client the possibility to opt for an economy package, often changing the packaging illustrations and adding new stories of Bnavan heroes.
Highlights
Being concerned with nowadays’ non-natural and unhealthy food, our partner has decided to assemble the farmers’ exclusively natural and high quality products under one brand. Having the story of this common problem we have discovered a story in nature: the story of healthy and happy animals that live in a farmhouse, eat healthy food, breath fresh air and produce natural and pure products. For the design of the different product categories under this brand we have used simple 2 color funny and lively illustrations, which took the role of creating strong emotional connection with the customers. On the one hand, the black and white design is used for affordable printing , on the other hand conveys primary values of the brand: pureness and honesty. The simple color packaging design allows the lively illustrations to be changed by maintaining the brand identity. The Direct to Customer (D2C) sales strategy provides our client the possibility to opt for an economy package, often changing the packaging illustrations adding new stories of Bnavan heroes.
Market Performance
As the product is new to the market time is needed for more accurate marketing indicators.
Material
Paper
Craft
We have used simple 2 color funny and lively illustrations, which took the role of creating a strong emotional connection with the customers and generating benefits for the brand. The white background is used for affordable printing and at the same time, communicates the freshness and pureness of dairy products. So we dispensed the different scenes of farm life storyline on different products’ packaging, maintaining the brand identity and making the customers discover the new scene of the farm life ordering a new pack of healthy natural products.
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