Identica adds a dash of ‘premiumisation’ to Armenian brandy

Identica has rebranded Armenian brandy Ararat, creating a new visual identity, packaging and phoenix brand symbol.

The consultancy was approached in 2008 to take part in a three-way paid creative pitch, beating Coley Porter Bell and Nude.

Franco Bonadio, chief executive and creative director at Identica, says, ’We needed to “premiumise” the brand – the product is good but the packaging was very tired.’

He adds, ’The brief was to reposition the Ararat brand to appeal both to the national and international export markets. Bringing in super-premium cues was implicit in that.’

Identica created different packaging for each of the ten Ararat sub-brands, and different bottles to differentiate the four premium categories.
The ’opulent’ yet ’modern’ packaging was inspired by Armenian legends and architecture.

The new visual identity will be used across all materials including the website and promotional collateral such as aprons, bottle openers and posters.

The new-look range Ararat will roll out across Europe later this month.

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