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 line for “Mirzam: Monsters Collection” is our interpretation of fictional stories told by the Arab merchants to scare off their competitors from entering the sea trade, about mythical monsters, who blocked their passage and tried to sink and swallow their vessel with spices.