Chocolate makers from the UAE (Dubai) contacted us to create a branding for handcrafted bean-to-bar chocolate. From the naming and identity to the product design and packaging, Backbone Branding designed each element with a fascinating story around the whole concept. We created the brand based on journeys through the ancient Orient along long-forgotten ocean routes and pathways. A journey from one country to another, meeting monsters and mythical characters.

The naming “Mirzam” is the Beta star of Canis Major, the greater of Orion’s canine companions. During the era of the Spice Route, Mirzam was one of the primary stars, by which sailors would navigate. As such it is representing the romance and adventure of bygone days – an era that we celebrate at Mirzam Chocolate.

The packaging design illustrations present the maps, characters, architecture, animals and other cultural elements of the countries from where cocoa beans were traded for Origins Collection. The idea was to express binary nature of the origins’ destinations during the day and the night. The bright sliding sleeve represents the daytime where you can find people’s everyday life and endemic mammals of that region. As you remove the sleeve, you will see the duality – the night starry sky and wild animals. This fabled combination of the galaxy background, dhow and calligraphic logo with unique hand-drawn illustrations highlights the original link between Arab traders and the cocoa regions.