Kum-Kum Afifi Vai by Backbone Branding is a highly esteemed winner of the very prestigious 2021 A' Design Award Auro in Mamanu Afifi Competition Category.

AuroAfifi· 2021

Kum-Kum Afifi Vai

by Backbone Branding

Client: Backbone Branding

A' Design Award Auro Winner in Afifi Category

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Verified Award Winner
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Colors

The Design

About Kum-Kum Afifi Vai

O le fagu e iai matāua fa'atusa i ona itu e fa, lua fa'asaga i luga ae lua fa'asaga i lalo, lea e fa'atusaina ai le vai i lona malosi fa'atatau. Ae mo le igoa ma le logo, ua fatuina e Backbone Branding se tuʻufaʻatasiga o se faʻailoga ma se fagu faʻatumu, lea e faʻaalia ai le manino ma le palasitika o le vai i lona malosi. O le lanu lanumoana o le igoa pito i tua e faʻafefiloi lelei ma le fagu ma, faʻafetai i le faʻafefe o le malamalama i totonu o le vai, e faʻaalia ai le fagu, ma o le faʻailoga paʻepaʻe o loʻo i luga o le igoa manino e faʻaalia ona o le lanu lanumoana. igoa pito i tua.

The Recognition

About the A' Design Award Auro

O le A' Design Award Auro na manumalo ai Kum-Kum Afifi Vai, o se faamaoniga matuā mamalu e tuuina atu i mamanu o le tulaga muamua, matagofie ma maoaʻe. O ē manumalo i le Auro o galuega fou tele, matuā vaai i le lumanaʻi ma susulu e faaalia ai le atamai, le poto ma le tomai o tagata mamanu. E faamoemoeina Kum-Kum Afifi Vai e avea ma mea fou e matuā vivii, e faatulaga ai uiga fou ma tetele, e tuuina mai ai se tau e leʻi iai muamua. O lenei mamanu na manumalo i le A' Design Award Auro o se galuega ofoofogia, ua faaaloalogia, e aogā tele ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Kum-Kum Afifi Vai e fatuina ai lagona malosi o le manaʻo, faaosofia le tuinanau, faalauiloa le fatufatuaʻi ma faamalosia i tatou.

Behind the Design

Press Kit

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

Unique Properties: The uniqueness of the project lies in the fact that it is difficult to figure out where the structure of the bottle has started and where it has ended.
The structure, design, selected colors, transparency, label, and logo - all form a solid entity with the water inside.
When rotated the bottle transforms into a drop of water in movement.
Dimensions & Packaging: Width 65mm x Depth 55mm x Height 320mm
Tags: water, transparency, minimalism, structure, packaging, design, dynamics
Production Technology: PET bottle
Transparent label
Design Challenge: Our goal was to showcase the characteristics of water and make them emerge through our design. It needed to be different and stand out from the other brands.
The technology for this new structural design manufacturing is new in Armenia. Initially, the bottle is not cylindrical, its design has a shape similar to a rectangular prism with a droplet-like shape inside it. Whenever we created the design, it faced some difficulties in printing houses and we were compelled to change it 2 times, after which the printing house ordered a new printing machine to be able to get the result according to the design.
Research: Many experiments have been conducted to make this plastic bottle reflect the characteristics of water and make them emerge through our design. The structure of the bottle has been created per consequence of observation of the water in its dynamic state: its movement has become the structure of our bottle.
The label and logo, are designed in order to help show the transparency and plasticity of the water in its dynamics.
Inspiration: The inspiration was drawn from the unique attributes of water, from its transparency to minimalism and its appearance as a droplet when it is in a dynamic state.
Therefore, the form of the falling water droplet was incorporated into the design of the bottle, giving the whole structure a dynamic shape.
Project Duration: The project started in September 2019 in Yerevan, Armenia, and finished in February 2019.
Operation Flow: It breaks the all-known stereotypes of the water bottle and gives tribute to the water by being the simulation of the form and transparency of the water.
Team Members: Creative Director: Stepan Azaryan
Designer: Mariam Stepanyan
Content Writer: Grace Jerejian
Video Maker: Levon Manukyan
Video Editor: Levmotion
Image Credits: All photo credits to Backbone Branding
Video Credits: Levon Manukyan, Kum-Kum, 2019
Video Editor: Levmotion