An awarded independent branding agency and creative business Backbone Branding delivers truly extraordinary solutions for their clients. Digging deep into a brand’s essence and value, and injecting them in a design that resonates, and …. relevant and engaging. With numerous award-winning concepts under their belt, their latest boundary-pushing project for a new wine brand Aperta truly proves the agency’s creativity and unmatched imagination. The unique packaging concept embodies a philosophy of the paths of human life in an exclusive concept design for a new wine.
Backbone Branding redefines luxury packaging with the Aperta wine concept full of metaphors and meaning
The team at Backbone branding was tasked with designing specialty packaging for a new wine range – and what they created is something truly special. “We were given the freedom to create without limits and designed a wine bottle and packaging portraying the unique history and flavor of low-intervention wine”, the agency writes. “We called it “Aperta”, meaning “open”, using doors on each bottle to lead you into each of their stories. We divided the wines by age – young, middle-aged, and old – each one presented in three different types, namely rose, white and red wine.”
The overall concept of the design is a visualization of the idea and philosophy of the paths of human life, and the different doors, stairs, and passages through which one passes along their life journey, and through which changes and growth happen – just as the maturation of wine․
The overall concept of the design is a visualization of the idea and philosophy of the paths of human life, and the different doors, stairs, and passages through which one passes along their life journey, and through which changes and growth happen – just as the maturation of wine․ The illustrations and colors vary between the three age categories, depicting developing life journeys and different experiences and tendencies from age to age.
The unique Aperto wine packaging concept echoes the growing trend in packaging and branding design in which luxury is redefined, while the need for a wow factor has grown exponentially. In an ever more digital world, physical experiences, and the need for them, are influencing buyer behavior. The moment, the reveal, the wow factor, it’s all becoming more and more essential for a successful and engaging brand experience.
See more inspiring work by the Backbone Agency by following them on Instagram.
Brand Strategist: Lusie Grigoryan
Creative Director: Stepan Azaryan
Art Director& Illustrator: Marieta Arzumanyan
Junior Designers: Lilit Hovhannisyan Liana Mazmanyan
Images © Backbone Branding & Suren Manvelyan