Armenia   |  2022

MUSE Design Awards Platinum Winner

"Nine" Wine

Entrant Company

Backbone Branding

Category

Packaging Design

Client's Name

9archietcts

Sub-Category

Limited Edition

The Challange This is a most exemplary project, where we were asked to create an architecture company’s private label for a self-promotional event, meanwhile, we were the ones to suggest a product. So we suggested wine. Because architecture and wine are conceptually and physically incompatible. The Solution We came up with a stereotype-breaking solution, the same way as the architect breaks the stereotypes each time by creating unprecedented sculptures and architectural structures in an absolutely limitless and unconfined dimension of architecture․ We dared to place an architectural construction on a cylinder-type bottle - the prototype of skyscrapers rising up from the globe. The label is an architect’s layout in the center of which stands 2 geometric shapes that form the company’s logo “9”, made from real concrete – the favorite material of any architect. The cork is intentionally left visible which once again hints at the outline of the logo. Moreover, the concrete construction that ascends from the bottle has also a functional feature: it serves as a device to hold the bottle in a horizontal position, which is essential for the wine reserve. The Result We created a tremendous visual and psychological expression, which we have tried to pass by this design: we managed to minimize a whole building into a bottle of wine, create an exceptional and remarkable design and bestow it with a functional feature that once seen, can never be forgotten, as a remarkable architectural monument or a nearly perfect wine.

Credits

Designer
Stepan Azaryan
Video Creator
Sahak Zarbabyan
Photos by
Backbone Branding & Suren Manvelyan
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