Brand story: In the region with the oldest winemaking traditions Vayots Dzor, almost everyone is engaged in winemaking. They cultivate, cherish and take care of young and centuries-old vine seedlings like their children. In such a family the founder of “Toonk” was born. He was creating the best traditional signature wines with his grandfathers, flavoring them with a good combination of love and craftsmanship of the younger and elder generations.The wines have been called “Toonk”, as they symbolize the rebound with the roots, home and family, just like Armenia is the cradle of winemaking.

The Solution: Our aim was to build a new brand with a modern touch, yet with a timeless design. We started with diverse sketches and narrowed them down to the final yield. The finish transformed from the base into an exquisitely crafted logotype and emblem.

Barcode is the concept behind the logo and it signifies the particular and defined uniqueness of the brand. The brand emblem is designed in the style of “Trchnagir”, an ancient Armenian style of calligraphy where letters are shaped in a form of birds. The body of the emblem incorporates the mythical bird Phoenix and vine seedling, which signify the beginning of something new and vigorous.These two elements together shape the Latin letter “T”, referring to the brand’s initial.

Emulating the simplicity of the design, the sequel of packaging design and branding elements were created. As a result, we created a brand that diverges from the popular mass-market bias, yet embraces simplicity and distinguishes it from competitors, solving the problem of the new market player.