Futuris is a packaging concept that connects folk craftsmanship with avant-garde design. Inspired by Hazarashen - the traditional architectural technique of layering "a thousand" (hazar) wooden elements, this project transforms wine packaging into a modular art form. Developed as a creative initiative by Backbone Branding student Nare Sargsyan, Futuris breaks away from the static norms of the industry, offering a visual identity that is as much about cultural heritage as it is about modern functionality.

The wine industry often leans on traditional, cylindrical aesthetics that, while classic, can feel limited in scope. The challenge was to move beyond these conventional forms to create a solution that is both innovative and multi-functional. We wanted to create a system that handles the practical side of wine storage while making sure the packaging stays useful and attractive long after the bottle is opened.

The solution is a forward-thinking vision rooted in timeless architectural principles. The design is built on a modular system of interlocking elements. This structure is designed for high-level functionality; the unique geometry allows the bottle to be laid horizontally with ease, ensuring the cork remains moist for long-term aging. The design is also created to last. Once the bottle is removed, the elements can be seamlessly reconfigured into a sophisticated flower vase, allowing the piece to live on as home decor.