Agency: Backbone Branding
Brand Strategy Director: Stepan Avanesyan
Creative Director: Stepan Azaryan
Project Manager: Meri Sargsyan
Designer: Gevorg Balyan, Anush Ghazaryan, Eliza Malkhasyan
Illustrator: Elina Barseghyan, Mariam Stepanyan
Photograpy: LilArt PhotoStudio
Project Type: Produced
Client: ECO “AGRO”
Location: Yerevan, Armenia
Packaging Contents: Preserves, Jam
Packaging Substrate / Materials: Glass

The Brief:
New owners of an old factory for preserved food have decided to create a new brand with an emotional philosophy. Given the naming of the brand “AGROYAN’S”, we had to develop the brand philosophy that would express several characteristics of the Armenians who are passionately working in the agricultural segment.

The Solution:
The challenge was to stand out on the shelf and be emotionally appealing. To find the solution we have searched for common practices of the potential customers and how the similar products are used. We learned that most of the time the preserved food is kept in the storage or in the basement. In addition, the products are commonly used in the late fall, winter and spring, while the harvest is mainly collected in summer and early fall. Identifying these common characteristics, we have come up with a brand essence “the Guardians of Summer” concept.

TWO CROSSED KEYS on the logo symbolize Agroyan’s family who knows how to preserve taste and aroma. Direct connotation of the BLACK color refers to a warehouse and the usual place at home where the preserved food is commonly kept. The hand-painted illustrations on the label visually express the personalized and caring approach to each type of cannery. The copper orange circle behind the keys is the SUN which symbolizes the SUMMER and its rays make visible the fruits and vegetables which are perfectly positioned in a row at the bottom of the label. The message “OPEN the SUMMER” on the jar lid reminds the customers of the summer and hints them about discovering preserved sun-flavor.

Another challenge of this project was to create a universal label design for the huge variety of different preservation categories which come in different jars and bottles. Thus, the label plays a central role in the design of this packaging as it was specially developed to fit all the sizes and shapes of different jars and bottles.

The Result:
Four months after entering the market, the sales figures of the company have been steadily positive. Based on that feedback the producer decided to increase the following year’s production by 50%. Currently, he has more than sixty 60 SKU in the product range and we are pleased that a unified approach to brand philosophy and visualization of each category of products have been well recognized by the customers.