Samarkand

Creative Agency: Shumi Love Design
Creative Director: Valerii Shumilov
Project Type: Produced, Commercial Work
Location: Moldova, Uzbekistan
Packaging Contents: Brandy
Packaging Materials: Glass, Paper

The main goal for developing packaging design for this series of brandies was to keep the brand’s recognizability, emphasize its continuity and national character, while also making the packaging look more modern and expensive. The agency had to upgrade the product’s status on the market while retaining the drink’s loyal audience. The solution developed by the agency represents a renewed packaging for the renowned Uzbek brandy, where only the main elements assuring recognizability have been left intact, while the overall composition of the label has been modernized. The main graphic elements in the composition are the brand’s name and the stylized image of Samarkand’s main landmark, executed with gold foil stamping. The foil is also intensely used in additional elements mimicking traditional graphic patterns. At the same time the overall style and color scheme of the label emphasize the product’s high status and modern character.