New owners of an old factory for preserved food have decided to create a new brand with an emotional philosophy.

Given the naming of the brand “AGROYAN’S”, which the client had came up with, we had to develop the brand’s philosophy that would express several characteristics of the Armenians who are passionately working in the agricultural segment.

The challenge was to stand out on the shelf and be emotionally appealing. To find the solution we have searched for common practices of the potential customers and how the similar products are used. We learned that most of the time the preserved food is kept in the storage or in the basement. In addition, the products are commonly used in the late fall, winter and spring, while the harvest is mainly collected in summer and early fall. Identifying these common characteristics, we have come up with a brand essence “the Guardians of Summer” concept. TWO CROSSED KEYS on the logo symbolize Agroyan’s family who knows how to preserve taste and aroma. Direct connotation of the BLACK color refers to a warehouse and the usual place at home where the preserved food is commonly kept. The hand-painted illustrations on the label visually express the personalized and caring approach to each type of cannery. The copper orange circle behind the keys is the SUN which symbolizes the SUMMER and its rays make visible the fruits and vegetables which are perfectly positioned in a row at the bottom of the label. The message “OPEN the SUMMER” on the jar lid reminds the customers of the summer and hints them about discovering preserved sun-flavor.