Arax boasts new glass packaging by Gentlebrand

Arax project demonstrates Gentlebrand's design and technical know-how

103
Arax
Arax boasts new glass packaging by Gentlebrand

Arax is an Armenian vodka infused with Tarragon, an aromatic herb that is combined with local natural mineral waters to form the key element of this distillate, giving it an intense yet harmonious character. Thanks to its taste, Arax is the perfect vodka for every occasion. This versatility, together with its widespread distribution, has allowed the brand to make inroads into the hearts of many consumers, and it now boasts a very broad target audience. With increasing competition in the spirits sector, and the desire to enter international markets, the brand produced by F54 has implemented a complete restyling of its image, creating a distinctive packaging shape and design in line with its premium positioning. For such a makeover, Gentlebrand-Packaging Tailors proved to be the ideal strategic partner.

Arax
Arax project demonstrates Gentlebrand’s design and technical know-how

The new Arax

A project created completely from scratch, for which F54 relied on Gentlebrand’s expertise in branding and packaging design, setting no limitations other than showcasing Arax as a premium vodka. A thorough market analysis and target audience study allowed Gentlebrand to define the new Arax brand strategy, adopting the right positioning and identifying the elements to enhance the product’s packaging.

The frosted glass bottle appears to have been carved from ice, conveying the feeling of a fresh, ready-to-serve spirit. Distinct volumes emphasize a shape that is minimal yet refined, in a design that aims to communicate the premiumness desired by the brand. A pattern of tarragon leaves is the only decorative element that not only enriches the base but also recalls the natural component of the distillate. The same detail also appears on the body of the bottle and on the cap, designed especially for the customer. The large logo is visible, while the stylistic choice of using the colour white as opposed to the satin finish of the glass, gives the whole a sophisticated look and feel.

Arax
Arax’s bottle with the premium design conceptualized by Gentlebrand Packaging Tailors

Not just branding and design, but also technical feasibility

Gentlebrand’s primary aim is to provide its customers with feasible packaging solutions. Often a design that seems perfect on paper is imperfect in production, requiring interventions that result in a complete change of concept when the project is completed. Thanks to a wealth of technical know-how and an established network of partners, Gentlebrand adopts an integrated development process from the design to the engineering stages, a process that allows packaging to be created simultaneously from both a creative and technical standpoint. In addition, unique prototyping and quality checks allow clients to assess and validate the output of the project as it will be brought to market.

Gentlebrand’s methodology and approach were fundamental in the development of Arax. Once the brand strategy had been defined and the design concept selected, the packaging tailors liaised directly with the glassworks supplying F54, ensuring that the design and all modifications were feasible.

Arax
Pattern of tarragon leaves on the Arax bottle

The support provided in the search for missing suppliers was essential, guiding the various teams so that the concept validated by the client could actually be put into production. The challenges of the project were diverse; one among many was balancing the green colour of the distillate with the Satinato glass, but each challenge found a clear solution, leading the client to complete satisfaction, so much so that the Italian agency was entrusted with new projects.

Arax marks an important result for Gentlebrand, making a new contribution to the international wine and spirits market.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Packaging South Asia’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

Subscribe Now

LEAVE A REPLY

Please enter your comment!
Please enter your name here