The first written mention of Armenian honey was in 401 BC, unfortunately, we haven’t been operating back then, otherwise, we’d be sure we’d do the branding of it as well.
But, we do have a very special brand in our portfolio, the Anushak organic honey.
The name “Anushak” is a playful version of the Armenian “anush”, which means “sweetness”. The font is simple, yet bold and takes all the attention to itself. The “u” in the name is deliberately written slightly differently from other letters to visually also remind of Armenian letters, to accentuate its origin.
Anushak has a very specific product, which is created from wild floral plants, a highly curated mixture of mountain herbs, and a very specific amber-yellow color, which needed to be presented well.
Creating packaging for this brand wasn`t easy, since the challenge was creating a visual solution for a different market, not the local. The brand aimed to distribute its production abroad, mainly in China, Japan, and other Asian countries, challenging us to create something different from what we’d originally done.
We did a small research through the visual aesthetics that would guide us towards solutions and finally decided to do less. Eastern philosophy is always about leaving more space for the emptiness, silence, and purity. We followed that route and created a packaging design, inspired by the aesthetics of Chinese and Japanese illustrations, focusing on one element, the mother bee.
Our first attempts were creating images that would remind us of illustrations on ink, purely black and white, but since the product was aimed to be a limited edition of curated and filtered flavors, we turned illustrations into gold. This solution was also visually paired well with the color of the organic honey, accentuating its golden-amber tone.