Responses by Gentlebrand.
Background: Owned and produced by F54, Arax is a renowned Armenian vodka infused with aromatic tarragon and local natural mineral waters, giving it an intense yet harmonious character. Thanks to its subtle, refined taste, Arax is the perfect vodka for every occasion. This versatility, combined with its widespread distribution, has enabled the brand to make inroads into the hearts of many consumers, and it now boasts a broad target audience.
With increasing competition in the spirits sector and the desire to enter international markets, the brand sought a complete restyle of its image, creating a distinctive packaging shape and a design in line with premium positioning. Our team started with a thorough market analysis and target-audience study to define Arax’s new brand strategy, pinpointing the right positioning and identifying its unique elements to enhance the product’s packaging.
Design thinking: We wanted to enhance the product’s high quality and purity represented by tarragon, which naturally grows in Armenia. To this end, we suggested that F54 use frosted glass to make the bottle look as though it had been crafted from ice, conveying the feeling of a fresh, ready-to-serve spirit. The minimal yet refined shape is enriched by tarragon leaves, the only decorative element on the entire bottle. The color choice of white—in contrast to the satin finish of the glass for the logo—gives the packaging a sophisticated look and feel. Arax is the result of a strict collaboration with the customer that was involved in all steps of the development.
Challenges: Our primary aim is to provide customers with feasible packaging solutions. Often, a perfect design on paper is imperfect in execution, requiring interventions that result in a complete change of concept by the time the project is completed. So, we have been working with our customers’ suppliers to respect all parameters needed and design a bottle that could fit both marketing and production needs. From a more technical point of view, Arax’s challenges were diverse. One among many was balancing the green color of the liquor with the opaque glass. But each challenge found a clear solution, and the client was completely satisfied.
Favorite details: We love how all the elements fit together, making the bottle look premium and reflecting the brand’s positioning. We’re also proud of the concept’s technical feasibility; this was a crucial part of our offer. We worked alongside the suppliers, and we used our knowledge and wealth of partners to fill the production gaps—like the bottle caps, which were tailored to the project’s needs.
Specific project demands: The project was created completely from scratch. The customer set no limitations other than to showcase Arax as a premium vodka. This could be both positive or negative on a project, as you have a lot of flexibility in the design, but it also means that you have to pay a lot of attention to understand customers’ needs. Moreover, the preliminary analysis of the market and the target audience needs to be done from zero. Regardless, we loved working on this and enjoyed it in all its phases.