TUFF is a premium brandy packaging inspired by the dynamic interaction of fire and stone, merging innovation with deep cultural storytelling. The design centers around a cubic glass bottle, reflecting the fiery hues of molten magma to capture the vibrant essence of the brandy. This fiery visual is balanced by the tuff cap, made from volcanic stone, which holds significant cultural symbolism in Armenia, where tuff has historically been used to build ancient cities.

The design process was as complex as the material itself. The tuff stone presented challenges, as it naturally tends to shed small crumbs. To overcome this, we collaborated with a master craftsman who developed a special process to smooth and enhance the stone’s durability for mass production. Initially, we considered integrating tuff directly into the bottle, but this was impractical for ease of use. Instead, we developed a solution that securely holds the stone while allowing for easy removal.

This packaging not only embodies the energy and sophistication of the brandy but also provides a sustainable, symbolic second life for the packaging. The cap’s hollow design makes it perfect for reuse as a holder for small items like pens, or as a decorative keepsake. This feature carries extra meaning for the Armenian diaspora, as tuff stone is deeply connected to the region’s history. Each edition of TUFF Brandy is named after an ancient Armenian city, with the color of the stone reflecting the specific tuff used in the city’s construction, such as the Ani edition.

Mined from deep within the earth for strength and durability, the volcanic stone mirrors the richness and antiquity of the brandy it encases. The fusion of natural elements, craftsmanship, and cultural symbolism creates a premium packaging design that celebrates both tradition and innovation, making the experience of enjoying TUFF Brandy truly unforgettable.