This Wine Packaging Features Beautiful Armenian Folkloric Imagery

by Natalie Mouradian on 05/01/2019 | 2 Minute Read

Backbone Branding incorporated Armenian folklore in order to create this eye-catching branding and packaging for Kololak, a local Armenian restaurant.

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"'Kololak' is a regional fusion cuisine restaurant the name of which can be translated from Armenian as a meatball or a round shape. The brand has a strong storytelling concept, which represents the rich Armenian cultural heritage and the tradition of socializing around the table, with a well-known hospitality approach of entertaining and honoring the guests."

Editorial photograph
Editorial photograph
Editorial photograph

"As a part of the branding concept, the team had to work on Kololak's house-wines collection of different types of fruit wines. The challenge was to give a special touch to these wines created by unknown artisans and use packaging to represent them with a special identity that plays well with the restaurant concept."

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"The Armenian miniature, manuscripts and calligraphy were the main sources of inspiration for the design. The team aimed to represent the ethnic and folk art with a contemporary approach, thus implemented unique techniques and fusion methods to realize the ideas. The hand-drawn illustrations and calligraphies, depicting famous toasting quotes, the culture of feasting and wine serving, are wrapped gently around the bottles as a packaging. All the bottles have round shape cork, aiming to unify the packaging and symbolizing the 'Kololak', while also this shape is the most comfortable form of reusable corks."

  • Agency: Backbone Branding
  • Brand Strategy Director: Stepan Avanesyan
  • Creative Director & Design: Stepan Azaryan
  • Art Director & Design: Christina Khlushyan
  • Designer: Eliza Malkhasyan
  • Illustrator: Roman Grigoryan, Tamara Kaghzvantsyan

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