Responses by Grace Jerejian, communication manager, Backbone Branding
Background: Jams are popular in our region of Yerevan, Armenia, and the market is saturated with brands. So, our goal was to create a specific identity to a new jam and fruits preserves line in order to make it stand out from the crowd. We wanted a more up-to-date approach to the consumption of jams. Given that people now are extremely health conscious, the consumption of sugary jams can be a hurdle to a healthy lifestyle. Our goal was to structure our brand identity around the idea that instead of completely cutting off jam from our diets, we can simply change our approach to the way we have them—not overindulging but considering them as daily treats to savor in small quantities.
Reasoning: The brand is all about being natural and modern, so we wanted the concept and the visuals to be nature oriented. We focused on the main ingredient of our products, which are the fruits! Carrying on with our nature inspired theme, we noticed that birds perfectly represent the idea that consumption in small quantities is the solution to enjoying our favorite treats without overeating. We also started studying the anatomical similarities between birds and fruits, in order to combine their forms in a smooth way. Eventually, we replaced the beak part with the shape of the fruit, which is how our brand’s name Beak Pick was born.
Challenges: Each fruit has a particular shape, and the technical process of making the illustration was delicate. Because the goal is to have the shape of the fruit and the bird merge smoothly on a visual level, we need them to look like one entity, half bird and half fruit.
Favorite details: Studying the detailed shape and anatomical specificity of each fruit wasn’t always easy and it took time to get the right visuals when it came to combining the fruit and the bird, but we are proud of our end results!
Specific demands: The competition for jam products on our local market is fierce. So, the challenge was to structure the brand’s identity around a unique and different image in order to make it stand out from the lot. To have a modern, refreshing approach and, at the same time, show that this is a natural, nonartificial product. Hence, the use of colorful, vibrant illustrations and a modern, pure white minimalistic background to make the drawings pop out.
Anything new: We definitely have a bigger awareness of the specificity of the shape and details of the aesthetics and anatomy of the forms when it comes to fruits and birds!