The Armenian market of canned foods is saturated with identical brands competing for the attention of the same consumer base. Abundant product range, creative packaging, or attractive label design are no longer appealing to potential buyers, as it’s getting increasingly harder to stand out on supermarket shelves.
There is, however, a potential competitive advantage largely untapped by most brands: it’s the skill required to achieve great taste. Our task was to create a packaging design to highlight the superior taste of Aragats, positioning it as the tastiest brand of preserved foods on the market.
Food tastes best when its ingredients are picked and mixed properly. Even the slightest deviation can affect the final taste—both positively and negatively. And in order to reach the ultimate taste, the ingredients need to be balanced precisely. This concept of taste excellence laid the foundation for Aragats preserved foods’ packaging design.
The new tagline created for this very purpose is a reflection of the brand’s new positioning: “Balanced flavour”. To visualize it, we portrayed the ingredients as vertically balancing on one another, effectively establishing that everything in Aragats products is perfectly balanced.
Creative Director: Hovhannes Margaryan
Art Director: Anush Ghazaryan
Designer: Anais Gabrielyan
Illustrator: Anush Ghazaryan
Copywriters: Tigran Gevorgyan, Viktoria Balayan, Tigran Sirunyan
Motion Designer: Edgar Mkrtchyan
Photographer: Andranik Mantashyan
Account Manager: Diana Stepanyan
Designer : Doping Creative Agency
Location : Yerevan, Armenia
Project : Aragats Food – Balanced Flavour