Mirzam: Monsters Collection 초콜릿 포장은 by Backbone Branding is a highly esteemed winner of the very prestigious 2021 A' Design Award 금상 in 패키징 디자인 Competition Category.
금패키징· 2021
Mirzam: Monsters Collection 초콜릿 포장은
Client: Backbone Branding
A' Design Award 금상 Winner in 패키징 Category
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- Verified Award Winner
- Verify Award Status for #86552
The Design
About Mirzam: Monsters Collection 초콜릿 포장은
UAE(두바이)의 초콜릿 제조업체는 수제 빈투바 초콜릿에 대한 브랜딩이 필요했습니다. 네이밍과 아이덴티티부터 제품 디자인과 패키징까지 팀은 전체 컨셉을 중심으로 매혹적인 스토리를 담아 각 요소를 디자인했습니다. 오랫동안 잊혀진 바다 항로와 통로를 따라 고대 동양을 통과하는 여행을 기반으로 브랜드가 탄생했습니다. 한 나라에서 다른 나라로 여행을 떠나며 괴물과 신화 속 인물을 만나보세요. 포장 디자인은 신화와 현실 사이를 여행하는 환상입니다.
The Recognition
About the A' Design Award 금상
Mirzam: Monsters Collection 초콜릿 포장은, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Mirzam: Monsters Collection 초콜릿 포장은, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Mirzam: Monsters Collection 초콜릿 포장은, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Chocolate-makers from the UAE (Dubai) contacted us to create a branding for handcrafted bean-to-bar chocolate. From the naming and identity to the product design and packaging, we designed each element with a fascinating story around the whole concept. We created the brand based on journeys through the ancient Orient along long-forgotten ocean routes and pathways. A journey from one country to another, meeting monsters and mythical characters.
- Dimensions & Packaging
- Width 31 mm x Depth 1 mm x Height 61 mm
- Tags
- chocolate, packaging, packaging design, fiction, monsters, sea, trade, the Orient, Arabic
- Production Technology
- The technology used for this project was making stencil-like design for the sleeve of the chocolate packaging, thus making the monsters illustrations on the actual surface of the packaging visible from the window. The material used for packaging design is paper.
- Design Challenge
- The project had a central goal of storytelling and conveying the message and experience to the consumer. In this case, the central challenge was telling a deep story in a complete form, which however is hard to do on a small, flat packaging. Thus, we came up with a sliding-sleeve technology that helps the storytelling process. Hence, with the monsters illustrations on the actual surface of the packaging visible from the window and the interactive sleeve unveiling a new reality,the emotional message behind the packaging is perfectly conveyed.
- Research
- The research was a central stage when developing the project, as the team dived deep into Arabic story-telling especially connected with sea and sea trade. Thus, the naming Mirzam was developed which is the Beta star of Canis Major, the greater of Orion’s canine companions. During the era of the Spice Route, Mirzam was one of the primary stars, by which sailors would navigate. As such it is representing the romance and adventure of bygone days – an era that we celebrate at Mirzam Chocolate. Further, as a result of a research the brand concept and story was developed.
- Inspiration
- The central story that inspired to design the packaging of the chocolate is the Arabic fictional story. The packaging line for Mirzam Monsters Collection is our interpretation of those tales told by the Arab merchants to scare off their competitors from entering the sea trade, about mythical monsters, who blocked their passage and tried to sink and swallow their vessel with spices.
- Project Duration
- January-September 2015, Yerevan, Armenia
- Operation Flow
- The idea was to express destruction of the myth with an interactive packaging design. On the sliding sleeve, the monsters are clearly seen, as the merchants’ stories visualization. When you remove the sleeve, you uncover a new reality – where the shine of stars and ocean planktons create an impression of the fantastic mythical beasts. This mythical journey follows you even when you unwrap the bar and see the sea wave patterns on the chocolate which sums up the Mirzam Chocolate adventure.
- Patents
- Copyrights belong to Mirzam Chocolate Makers
- Team Members
- Brand Strategist: Matt Bartelsian
Creative Director: Stepan Azaryan
Illustration: Stepan Azaryan, Anahit Margaryan, Arax Sargsyan
Designer: Stepan Azaryan
Realization: Christina Khlushyan
Account Manager: Rita Manjikian - Image Credits
- All Photo Credits to Bacbkone Branding
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