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Backbone Branding — Yerevan, Armenia

“A hand-crafted bean-to-bar chocolate called Mirzam. From the naming and identity to the product design and packaging, each element is designed around a fascinating story. A team of 10 professionals worked on it and we travelled to various countries, listening to thousands of stories and legends to create a design that would merge the myth and reality of fantastic beasts and ancient monsters, which are visualised on the packaging.”

Backbone Branding was named Pentawards’ Agency Of The Year 2019 and 2020, the first to win the title two years in a row. “Imagine to transform” is its mantra and it believes that what it does “has the power to actually improve people’s lives and even to influence societies and evolve mindsets”.

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