2023 | Professional
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An illustration of an owl has been gracing the packaging of Royal Armenia coffees for many years. It has made the product so recognizable that people refer to it as "boo" (which means "owl" in Armenian). Royal Armenia approached us with the challenging task of redesigning the packaging for their line of coffees and iced teas, as the current design felt outdated. They asked us not to lose the brand's identity and to keep the beloved owl as a part of the design.
We made a strategic decision to create a subbrand called "Boo" (owl), using the same name people have been calling it for years. "Boo" was also turned into a typographic logo.
We completely redesigned the owl, making it the hero of the packaging concept. The new owl is more playful, bigger, and fresher. We also created two new owl characters for other product lines. We used the color logic from the old packaging to differentiate the types of coffee and applied it respectfully to the eyes of the owl characters. Additionally, the owl characters representing our ice tea line wear glasses in different colors and frames, which symbolize the respective fruits and flavors of the tea.
Credits
Entrant Company
ATOWAK
Category
Fashion Design - Watches
Entrant Company
Shanghai Metro&Line 14; ToMASTER Ltd; STEDI; XING
Category
Architectural Design - Public Art & Public Art Installation
Entrant Company
SDconcept Design Studio
Category
Interior Design - Hotels & Resorts
Entrant Company
Unique Interior Design & Décor Co., Ltd.
Category
Interior Design - Residential