Creative Director: Stepan Azaryan
Illustrators: Elina Barseghyan, Mariam Stepanyan
Graphic Designer: Ashot Hayrapetyan
Client: Royal Armenia
Background:
“Royal Armenia,” a beloved coffee brand, has decided to expand its business by offering coffees to go.
Task:
Create an identity for this new venture and design everything a “coffee-to-go” stand might need, including cups, bags, and other items.
Concept:
For many years, an illustration of an owl has graced the packaging of Royal Armenia coffees. This beloved brand character is so iconic that people even refer to the product as “boo,” which means “owl” in Armenian. Leveraging this cultural insight, the design team strategically created a sub-brand called “Boo” (owl).
Design Elements:
Owl Symbolism:
- The owl, being a nocturnal bird, symbolizes the coffee’s effect of keeping people awake.
- The team gave the owl a modern and emotional look, adding two new owl characters.
Typographic Logo:
- The word “Boo” (owl) was transformed into a typographic logo.
- The two letters “O” are placed above each other, resembling the wide-open eyes of an owl tilting its head.
Color Scheme:
- The colors of the cups and the owl’s eyes were chosen to match different times of day when the coffee is sold.
- This approach creates a cohesive and visually appealing brand identity, reflecting the varying needs of coffee drinkers throughout the day.
Conclusion:
The new “Boo” identity for Royal Armenia’s coffee-to-go venture not only pays homage to its iconic owl character but also effectively communicates the product’s benefits. The modern design, combined with thoughtful symbolism and practical elements, ensures a strong, engaging brand presence in the coffee-to-go market.e colors of the cups and the owl’s eyes matched the different times of day when the coffee is sold.
