Yan Natural Juice Pounamu by Backbone Branding

Yan Natural Juice Pounamu by Backbone Branding is a highly esteemed winner of the very prestigious 2020 A' Design Award Pāratinamu in Hoahoa Takai Competition Category.

PāratinamuTakai· 2020

Yan Natural Juice Pounamu

by Backbone Branding

Client: Backbone Branding

A' Design Award Pāratinamu Winner in Takai Category

162,620
Verified Award Winner
Verify Award Status for #86906

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Yan Natural Juice Pounamu

Ko te hoahoa o te pounamu i whakaaweahia e te taiao me nga maataapono o te koiora i te ahua o te aporo ngaua. Ko te tikanga tenei hei whakaatu i te kounga waro o te hua o roto. Ko te ahua o te tinana ka puta he ahua taapiri ka tuu ki te taha o tetahi ki tetahi i runga i nga whata, i te waa kawe waka ranei ka taea te whakanui ake i te penapena o te waahi. Ko te ingoa o te waitohu kua tuhia ki runga i te tapanga me te tuhi tuhi. Ko tenei tuhi waea e whakaoho ana i te tae me te ahua o te tarutaru angiangi hei tuohu ki te Nature.

The Recognition

About the A' Design Award Pāratinamu

Ko Yan Natural Juice Pounamu te toa o te A' Design Award Pāratinamu, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa tino rerekē, ātaahua me te nui. Ko ngā toa Pāratinamu he whakamīharo o te waihanga, he taunakitanga mō ngā rohe o te auaha hinengaro, ā, e whakaatu ana i te tohungatanga me te mōhio kāore e taea te whakataurite o ā rātou kaihoahoa. E tūmanakohia ana ko ēnei hoahoa ngā mahi rongonui rawa e whakatau ana i te ātaahua o tētahi wā, e whai wāhi ana ki te oranga o te hapori, ā, e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaatu a Yan Natural Juice Pounamu i te taumata tōtika o te hiranga, ā, e pai ake ai te ao i ōna āhuatanga whaihua. Ko Yan Natural Juice Pounamu tētahi mahi i toa i te A' Design Award Pāratinamu e whakaoho ana i ngā hiahia, e whakahihiri ana, e whakamārie ana, ā, e kawe mai ana i te hari nui.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The brand of the Yan Natural Juice revolves around the concept of Organic in Everything. Therefore the bottle was designed based on bio mimicry principles representing bitten apples put one after another which serve as a visual feature for the shape of the bottle. The arrangement of the bottles allows for a significant saving of the pace both on shelves and during transportation. Later on a new label for new organic juice line was designed, with a stylised calligraphic inscription of the name Yan as a thin grass reed reminding the nature.
Dimensions & Packaging: Width 70mm x Depth 85mm x Height 265 mm
Tags: natural juice, packaging design, biomimicry, organic,
Production Technology: A special furrow shape solution for the upper part of the bottle was designed for the most convenient customer experience. Another additional feature was an anti slip surface on both sides of the bottle which made it easy for people to pour from slippery bottles. The new technology of complementing bottles gives an opportunity for safer transportation compared with the regular cylindrical bottles that are more fragile. To emphasise the premium quality and the Eco consciousness of the product we have chosen recyclable glass as a perfect material for storing it. The paper of the label is also recyclable.
Design Challenge: Glass bottles aren’t easy to develop. Unlike the average cylindrical bottles with the perfect symmetry, these ones faced many problems in the manufacturing process. We calculated the perfect proportions, made it geometrically correct and yet different curves on the bottle came slightly uneven.

The heat of autoclave sterilisation process would break the thinner parts of the glass. So the solution was to reduce the temperature in autoclave. It resulted in shortening the shelf life of the product but kept it more fresh. The challenge turned into an advantage which made the juice healthier and tastier, proper of a premium brand.
Research: Our conviction to bring fundamental design solutions was expressed in asking deep and difficult questions that would consider human needs and aspirations, while working to marry them with functionality. The research carried an observational nature as having identified the main philosophy of the bottle. We were still observing how people use bottles at home or in the office to make it as convenient for them as possible. Considering the Armenian society which is is centred around the values of family, we needed to create an emotional attachment to the product that every family would connect to. The result was a packaging with strong identity as well as functional solutions that were not even given by the client in the first place.
Inspiration: The inspiration lays in the analysis of the fruit eating habits of people either be it by slicing or biting the fruits. It was interesting to observe that the most attractive fruits are bitten impatiently and that people would take the second bite only if it tasted good. The shape and the pattern of a double bitten apple led us to experiment and develop different models of bottles. In this experiment we discovered that the bitten and the wholesome parts of apples complement each other just like Yin and Yang.
Project Duration: January to May 2017 in Yerevan Armenia
Operation Flow: We observed how consumers hold the bottles while putting them in a refrigerator and taking them out. People would usually take them from the bottleneck or its cover. So we came up with a furrow shape solution for the upper part that made it comfortable for the fingers to hold the bottle. The shape has become so popular that people would describe the Yan juice bottle as the convenient bottle.
Team Members: Art Director & Designer: Stepan Azaryan
Illustrator: Armenak Grigoryan
Realization: Lilit Arshakyan
Image Credits: All photo credits to Backbone Branding