Armenia   |  2022

MUSE Design Awards Gold Winner

Hero's

Entrant Company

Backbone Branding

Category

Packaging Design

Client's Name

Sub-Category

Snacks, Confectionary & Desserts

The Brief When approached to create the branding and packaging design for a line of 16 different varieties of nuts and dried fruits, we wanted to emphasize and focus on their nutritive features and health benefits as well as their role in fortifying the immune system. The Solution In order to visually convey this quality, we have imagined each of these 16 types as heroic characters. All of them are wearing their specific headgear - ready to guard and protect. However, none of them is holding arms, because these are pacific heroes: instead of destruction and war their mission is to make our bodies healthier and our immune system stronger. The Result These 16 different types of Heroes are all part of a squad called ‘’immuniteam’’. They all come from different historical eras and have various origins and ethnicity. All human bodies function the same way: we all have the same needs, same organs with same functioning mechanism, no matter where we come from, what race we are, and when we were born. On the other hand, we are all exposed to the same viruses and illnesses. That is why we have chosen to specify on the packaging the exact benefits of each type of snack and the vitamins that it provides. As for the Naming, we intentionally opted for the possessive form of the word ‘’Hero’’: Hero’s. Adding to this choice, the bold font was selected for the brand’s name on top but also for the description of the type of the Nut/dried fruit figuring at the bottom of the packaging. The choice of the same bold font visually links these 2 descriptions together and makes them stand out to the eye. This aims to designate that the food belongs to a Hero, therefore meaning that the consumer himself is a Hero. We wanted to get this specific message across: when you make the right choice and eat these superfoods, you do well to your body and make it strong and therefore you become the Hero yourself.

Credits

Brand Strategy Director
Stepan Avanesyan
Brand Strategist
Lusie Grigoryan
Creative Director
Stepan Azaryan
Art Director
Mariam Stepanyan
Project Manager
Marianna Atshemyan
Graphic Designer
Mane Budaghyan
Animator
Sahak Zarbabyan
Content Writer
Grace Jerejian
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