Mirzam: Monsters Collection Chocolate Packaging by Backbone Branding |
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| DESIGN NAME: Mirzam: Monsters Collection PRIMARY FUNCTION: Chocolate Packaging INSPIRATION: The central story that inspired to design the packaging of the chocolate is the Arabic fictional story. The packaging line for Mirzam Monsters Collection is our interpretation of those tales told by the Arab merchants to scare off their competitors from entering the sea trade, about mythical monsters, who blocked their passage and tried to sink and swallow their vessel with spices. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Chocolate-makers from the UAE (Dubai) contacted us to create a branding for handcrafted bean-to-bar chocolate. From the naming and identity to the product design and packaging, we designed each element with a fascinating story around the whole concept. We created the brand based on journeys through the ancient Orient along long-forgotten ocean routes and pathways. A journey from one country to another, meeting monsters and mythical characters. OPERATION / FLOW / INTERACTION: The idea was to express destruction of the myth with an interactive packaging design. On the sliding sleeve, the monsters are clearly seen, as the merchants’ stories visualization. When you remove the sleeve, you uncover a new reality – where the shine of stars and ocean planktons create an impression of the fantastic mythical beasts. This mythical journey follows you even when you unwrap the bar and see the sea wave patterns on the chocolate which sums up the Mirzam Chocolate adventure. PROJECT DURATION AND LOCATION: January-September 2015, Yerevan, Armenia FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The technology used for this project was making stencil-like design for the sleeve of the chocolate packaging, thus making the monsters illustrations on the actual surface of the packaging visible from the window. The material used for packaging design is paper. SPECIFICATIONS / TECHNICAL PROPERTIES: Width 31 mm x Depth 1 mm x Height 61 mm TAGS: chocolate, packaging, packaging design, fiction, monsters, sea, trade, the Orient, Arabic RESEARCH ABSTRACT: The research was a central stage when developing the project, as the team dived deep into Arabic story-telling especially connected with sea and sea trade. Thus, the naming Mirzam was developed which is the Beta star of Canis Major, the greater of Orion’s canine companions. During the era of the Spice Route, Mirzam was one of the primary stars, by which sailors would navigate. As such it is representing the romance and adventure of bygone days – an era that we celebrate at Mirzam Chocolate. Further, as a result of a research the brand concept and story was developed. CHALLENGE: The project had a central goal of storytelling and conveying the message and experience to the consumer. In this case, the central challenge was telling a deep story in a complete form, which however is hard to do on a small, flat packaging. Thus, we came up with a sliding-sleeve technology that helps the storytelling process. Hence, with the monsters illustrations on the actual surface of the packaging visible from the window and the interactive sleeve unveiling a new reality,the emotional message behind the packaging is perfectly conveyed. ADDED DATE: 2019-04-16 07:08:23 TEAM MEMBERS (6) : Brand Strategist: Matt Bartelsian, Creative Director: Stepan Azaryan, Illustration: Stepan Azaryan, Anahit Margaryan, Arax Sargsyan, Designer: Stepan Azaryan, Realization: Christina Khlushyan and Account Manager: Rita Manjikian IMAGE CREDITS: All Photo Credits to Bacbkone Branding PATENTS/COPYRIGHTS: Copyrights belong to Mirzam Chocolate Makers |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Backbone Branding PROFILE: Backbone Branding is an independent branding agency in Armenia. Since 2009 it has been creating brand identity and visual communication, including naming, logo, packaging design, and brand concepts. The most exciting sphere for us is HoReCa, and we eager to create specific and exclusive innovative design solutions for each and every project. In just 11 years of existence, we have received about 70 awards from the leading and most renowned design competitions around the world, such as the Pentawards, Marking Awards, the Dieline, A’Design, etc. Moreover, Backbone Branding holds the title of the “Agency of the Year 2019 and 2020” by London-based prestigious packaging design competition Pentawards. We are the only company in the history of Pentawards to gain this title for 2 consecutive years. Moreover, we are ranked #8 on the competition’s all-time Top winners list - among the greatest and strongest design agencies of the world. Our works are being published in books and magazines globally. The secret of Backbone is its devoted team of illustrators, graphic designers, researchers, and analysts, who put indescribable effort and enthusiasm to create masterpieces in the design sphere, which is being appreciated worldwide. The founder and Creative Director of Backbone Branding, Stepan Azaryan is a member of the jury panel of numerous well-known awards, such as the Marking Awards, the Pentawards, and D&AD Awards. He always considers humility - the best guarantee of success, finds inspiration in Nature, and his core principle of creation is minimalism and functionality. |
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Mirzam: Monsters Collection Chocolate Packaging by Backbone Branding is Winner in Packaging Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Backbone Branding. · Click here to register inorder to view the profile and other works by Backbone Branding. |
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