Mirzam: Monsters Collection Sephutheloana Sa Chokolete by Backbone Branding is a highly esteemed winner of the very prestigious 2021 Moputso oa Khauta oa A' Design Award in Moralo wa Phuthelo Competition Category.
KhautaPhuthelo· 2021
Mirzam: Monsters Collection Sephutheloana Sa Chokolete
Client: Backbone Branding
Moputso oa Khauta oa A' Design Award Winner in Phuthelo Category
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The Design
About Mirzam: Monsters Collection Sephutheloana Sa Chokolete
Baetsi ba chokolete ho tsoa UAE (Dubai) ba ne ba hloka letšoao bakeng sa chokolete e entsoeng ka letsoho ea linaoa-to-bar. Ho tloha ho mabitso le boitsebiso ho isa ho moralo oa sehlahisoa le sephutheloana, sehlopha se ralile ntho e 'ngoe le e 'ngoe e nang le pale e khahlang ho potoloha mohopolo kaofela. Letšoao le ipapisitseng le maeto a ho pholletsa le Bochabela ba boholo-holo haufi le litsela le litsela tsa leoatle tseo e leng khale li lebetsoe. Leeto la ho tloha naheng e 'ngoe ho ea ho e' ngoe, ho kopana le liphoofolo tsa litonanahali le batho ba tšōmong. Moralo oa liphutheloana ke boikaketsi ba leeto lipakeng tsa tšōmo le 'nete.
The Recognition
About the Moputso oa Khauta oa A' Design Award
Mirzam: Monsters Collection Sephutheloana Sa Chokolete ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Mirzam: Monsters Collection Sephutheloana Sa Chokolete e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Mirzam: Monsters Collection Sephutheloana Sa Chokolete e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.
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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