Backbone Branding

When Heritage Shapes the Future

Futuris reimagines wine packaging by merging folk craftsmanship with avant-garde design. Inspired by Hazarashen the art of layering “a thousand” wooden elements for roof construction, it transforms packaging into a modular object. Designed to store wine with care and continue its life beyond its initial purpose,
Futuris by Backbone Branding student Nare Sargsyan shows that the future of design doesn’t replace heritage; it grows from it.

Տեսեք՝ ով է ժամանել Gulfood 2026 ցուցահանդեսին։ ✈️☕
Royal Armenia (Ռոյալ Արմենիա) ընկերության BOO բրենդը շարունակում է ուշադրություն գրավել իր արտահայտիչ դիզայնով, կերպարային փաթեթավորմամբ և որակի նկատմամբ անզիջում մոտեցմամբ։

📍 Dubai World Trade Centre
📅 Հունվարի 26–30
Միացե՛ք մեզ Gulfood 2026-ի ընթացքում և բացահայտե՛ք, թե ինչն է Royal Armenia-ն դարձնում առանձնահատուկ։ Սիրով սպասում ենք ձեզ։

Look who’s landed at Gulfood 2026! ✈️☕
Royal Armenia (Ռոյալ Արմենիա)’s BOO brand is turning heads with its bold visual identity, character-driven packaging, and uncompromising quality.

📍 Dubai World Trade Centre
📅 January 26–30
Come meet us, explore BOO, and discover what makes Royal Armenia truly special. See you at Gulfood! 👋✨

The "Boo" owls are back, and this time, they’ve chilled out!

Royal Armenia’s “Boo” family has grown with a refreshing lineup of iced coffees. Each owl icon is meticulously designed with unique expressions and accessories to visually represent the different flavors. This design strategy maintains the emotional connection consumers have with the core brand icon and ensures instant recognition on the shelf.

See how each owl got its style: https://backbonebranding.com/works/boo-iced-coffee/

A beautiful start to 2026: the yearbooks are here.

We are honored to have 19 of our winning projects from the past two years featured in this renowned package design book. We are especially excited to see a Backbone Branding design gracing the cover of this publication.

This achievement is the result of two years of hard work and creative passion of our amazing team. Our sincere gratitude to our partners for their trust and collaboration, and special thanks to and for this prestigious recognition and for beautifully immortalizing our work.

Car Wash Branding: Done!

We gave a car wash brand a high energy identity centered around one thing: reclaiming your time. Our bold visual system uses electric blue and bright yellow to signal speed and optimism, transforming a chore into a positive lifestyle solution. The custom “d!”icon communicates efficiency and a finished job. Now, “Done!” is the smart choice for busy people who value every minute.

A story told in a single, continuous line.

The ETERNIA logo makes the show’s idea visible. We began by delving into its narrative, creating a design where one smooth line flows from the first letter to the last, forming an infinity sign (∞). This single mark captures the show’s essence eternal cycles, transformation, and timeless wonder.
The same design principle runs through every detail, including the Armenian version, shaping a unified story that connects across cultures.

https://backbonebranding.com/works/eternia/

Flavor You Can See

For premium vinegar brand “icancook”, we created an identity that visually captures the blooming of flavor. We made the abstract idea of “flavor enhancement” tangible through a minimal system: an ingredient-shaped drop placed over its initial. As the drop meets the letter, it blooms - symbolizing how flavor opens with a single drop of quality vinegar.

https://backbonebranding.com/works/i-can-cook/

A century-long symphony of love and harmony.
The Armenian National Philharmonic Orchestra (ANPO) is celebrating its 100th anniversary.
We designed a special logo to bridge their rich heritage with a modern look: the iconic conductor's baton movement is reborn as the “1” in “100.” The “0”s are dynamic, living frames, ready to display the energy and life of the orchestra today.

Congratulations on this historic milestone!

https://backbonebranding.com/works/philharmonic-100/

DISCOVER - CHERISH - SHARE
A piece of the world’s forgotten beauty.
The TUFF Heritage Luxury Brandy is designed to fulfill the mission of reminding and spreading awareness of Armenia’s rich cultural heritage.
Each cap is a tactile artifact, hand-carved with patterns from iconic Armenian architecture. Centuries of history, carved by master hands, can now be felt by your hand.

https://backbonebranding.com/works/tuff-heritage/