Agency: Backbone Branding
Creative Director: Stepan Azaryan
Illustrator: Elina Barseghyan
Location: Armenia
Project Type: Produced
Client: Armenian National Agrarian University
Product Launch Location: Armenia
Packaging Contents: Wine
Packaging Substrate / Materials: Glass bottle
Printing Process: Offset Printing with foil stamping

This new brand of wine is produced with the active participation of the Armenian National Agrarian University students, faculty of winemaking. The brand intended to successfully enter the wine market and be displayed in specialized wine shops. To resolve this challenge, the group of winemakers presented us with the task of creating a label design for two types of wine: an ordinary red dry wine and the reserve red dry wine.

During discussions with the founders and taking into account that the winemakers are students from different generations, we have come up with a brand name, “SERUND,” which is translated as “Generation.” This brand concept is based on the idea of transmission, where the knowledge and skills are passed from one generation to another. The inspiration for this design was Michelangelo’s “The Creation of Adam” fresco painting.

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