Independent branding agency Backbone Branding defines itself as a “creative business partner for clients who are ready for extraordinary solutions.” In delivering outstanding results, the Yerevan-based agency delves into a brand’s essence and values and, once the team completely understands what guides their partner, they take care of turning their client’s principles into visuals that are not only aesthetically pleasing but which have a huge potential to attract consumers to the brand like bees to a honeypot.

In line with the agency’s way of expressing a brand’s ethos is the team’s branding and packaging project for Haterk Food, a social enterprise whose connection with its public strongly depends on nature and the delicious treats it offers. The company produces 100% natural and ecological products, paying attention to honey production in particular.

With a vision to be a world-famous brand that brings premium-quality, Armenian honey to consumers, Haterk teamed up with Backbone Branding, assigning the creative team the task of injecting the brand promise into its visuals. In building the picture the team was asked to preserve the business’ “distinct character of following the paths to nature’s bounties.”

To express the brand identity across the brand’s range of products (nine varieties of honey, juice, and pomegranate molasses), the team embarked on a creative journey to where Haterk products were first produced, ensuring that the brand promise of “a healthy and energetic life” echoes throughout the new design.

Although simple in terms of a color palette, the packaging “brings the outside inside.” Outlined using black and white, the honey jar labels harmoniously contrast with the nectar inside, which shines through the containers’ clear glass.

Tree branches, fruit blossoms, and flowery meadows stretch across the labels, with silhouettes of animals such as bears, bunnies, or deer completing the picture, “perfecting the idyllic scenes presented to you,” describes the agency.

The adorable stories go beyond the jar labels, manifesting themselves on the outer packaging as well. Depending on how the boxes are placed, consumers are invited to grow their own forest, create their own oasis of tranquility by taking care of the meadows, or make the mountainous landscape more generous with a few more peaks simply by lining the boxes up or by stacking one on top of the other.

“We have enjoyed going down the paths and learning about the stories of each type of honey that we needed to introduce visually. We are certain that buyers will also find the picture stories enchanting,” concludes the agency.

Credits:

Client: Haterk Food

Agency: Backbone Branding

Creative Director: Stepan Azaryan

Art Directors&Illustrators: Marieta Arzumanyan, Elina Barseghyan

Designer: Ashot Hayrapetyan

Junior Designers: Lilit Hovhannisyan, Liana Mazmanyan

Photos by: Backbone Branding, Suren Manvelyan