Mirzam: Monsters Collection Baakadaha Shukulaatada by Backbone Branding is a highly esteemed winner of the very prestigious 2021 Abaalmarinta Dahabka ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.
DahabXirmooyin· 2021
Mirzam: Monsters Collection Baakadaha Shukulaatada
Client: Backbone Branding
Abaalmarinta Dahabka ah ee A' Design Award Winner in Xirmooyin Category
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The Design
About Mirzam: Monsters Collection Baakadaha Shukulaatada
Shukulaatada-sameeyayaasha Imaaraadka (Dubai) waxay u baahdeen summaynta shukulaatada digirta-ilaa-bar ee gacanta lagu sameeyay. Laga soo bilaabo magacaabista iyo aqoonsiga ilaa naqshadaynta alaabta iyo baakadaha, kooxdu waxay naqshadeeyeen shay kasta sheeko xiiso leh oo ku wareegsan fikradda oo dhan. Astaanta ku salaysan safarradii hore ee Orient-ka ee mara waddooyinka iyo waddooyinka badda ee la iloobay ee muddada dheer la iloobay ayaa la sameeyay. Socdaal ka yimid waddan ilaa waddan kale, la kulma daanyeerka iyo jilayaasha khuraafaadka ah. Naqshadaynta baakaduhu waa dhalanteedka safarka u dhexeeya khuraafaadka iyo xaqiiqada.
The Recognition
About the Abaalmarinta Dahabka ah ee A' Design Award
Mirzam: Monsters Collection Baakadaha Shukulaatada waa guuleystaha Abaalmarinta Dahabka ah ee A' Design Award, aqoonsi sharaf aad u weyn oo la siiyo naqshado heerka koowaad ah, cajiib ah oo aan caadi ahayn. Guuleystayaasha Dahabka waa hal-abuurro cusub oo aad u badan, aragti fog leh oo si indho-qabsi ah u dhalaalaya, kuwaas oo ka tarjumaya caqli, xikmad iyo xirfadda naqshadeeyayaashooda. Mirzam: Monsters Collection Baakadaha Shukulaatada waa shaqo la filayo inay noqoto hal-abuur aad loo ammaano, dejisa isbeddello cusub oo weyn, keenta qiimo aan hore loo arag. Naqshadahan ku guuleystay Abaalmarinta Dahabka ah ee A' Design Award waa shaqo cajiib ah oo la ixtiraamo, waxtar weyn leh oo hormarisa xuduudaha farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada. Mirzam: Monsters Collection Baakadaha Shukulaatada waa shaqo abuurta dareenno xoog leh oo rabitaan ah, kicisa xiiso, dhiirigelisa hal-abuur una soo jiidata.
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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