Skip to content

Press Release

DesignNewswire · COMO, Italy ·

Golden A' Design Award in Packaging Design Goes to Kum-Kum Water Packaging by Backbone Branding

The international grand jury of the 2020 - 2021 A' Design Award & Competition recognizes Backbone Branding for packaging design

FOR IMMEDIATE RELEASE

COMO, Italy, April 23, 2021 /DesignNewswire/ Kum-Kum Water Packaging by Backbone Branding has been granted the Golden A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The result belongs to the 2020 - 2021 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.

About the Golden A' Design Award

The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Regarding Kum-Kum Water Packaging

The bottle has symmetrical droplets on its four sides, two facing upward and two facing downward, which shape the form of water in its dynamic substantiation. As for the label and logo, Backbone Branding has created a combination of a label and a filled bottle, which shows the transparency and plasticity of the water in its dynamics. The blue tint of the back label blends harmoniously with the bottle and, thanks to the refraction of light through the liquid, makes the bottle visible, and the brand's white logo on the transparent label becomes apparent due to the blue-tinted back label.

About Backbone Branding

For 12 year, Backbone Branding has been creating the brand identity and visual communication for brands from all around the world. Through their experience, the overcome challenges and the results that their clients have noticed due to their work, the team believes that design is a very powerful tool if used the right way. Especially in a society where efficient visual communication is more than ever the key to success. The team believes in using creativity and imagination in order to achieve transformation. The Agency has been given the title of Agency of the year 2019 by the Pentawards.

Award Record

With this recognition, Backbone Branding is a winner of 3 A' Design Awards. The awards were granted between the 2019 - 2020 and the 2020 - 2021 editions of the A' Design Award & Competition.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://desingers.org/design-category/packaging

About A' Design Award & Competition

Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com

Press Resources

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

###

Fact Sheet

The Work

Project
Kum-Kum Water Packaging
Function
Water Packaging
Category
Packaging Design
Discipline
Communication Design
Industry
Packaging & Retail, Branding & Advertising and Manufacturing
Colors
Dodger Blue, Deep Sky Blue, Lavender, Royal Blue and Medium Turquoise
Images
5

The Recognition

Laureate
Backbone Branding
Country
Armenia
Recognition
Golden A' Design Award
Edition
2020 - 2021
Design ID
#111780

Credits

Team
Stepan Azaryan, Mariam Stepanyan, Grace Jerejian, Levon Manukyan and Levmotion
Image Credits
All photo credits to Backbone Branding Video Credits: Levon Manukyan, Kum-Kum, 2019 Video Editor: Levmotion

Design Details

Unique Properties
The uniqueness of the project lies in the fact that it is difficult to figure out where the structure of the bottle has started and where it has ended. The structure, design, selected colors, transparency, label, and logo - all form a solid entity with the water inside. When rotated the bottle transforms into a drop of water in movement.
Inspiration
The inspiration was drawn from the unique attributes of water, from its transparency to minimalism and its appearance as a droplet when it is in a dynamic state. Therefore, the form of the falling water droplet was incorporated into the design of the bottle, giving the whole structure a dynamic shape.
Research
Many experiments have been conducted to make this plastic bottle reflect the characteristics of water and make them emerge through our design. The structure of the bottle has been created per consequence of observation of the water in its dynamic state: its movement has become the structure of our bottle. The label and logo, are designed in order to help show the transparency and plasticity of the water in its dynamics.
Challenge
Our goal was to showcase the characteristics of water and make them emerge through our design. It needed to be different and stand out from the other brands. The technology for this new structural design manufacturing is new in Armenia. Initially, the bottle is not cylindrical, its design has a shape similar to a rectangular prism with a droplet-like shape inside it. Whenever we created the design, it faced some difficulties in printing houses and we were compelled to change it 2 times, after which the printing house ordered a new printing machine to be able to get the result according to the design.
Realization and Technology
PET bottle Transparent label
Operation and Interaction
It breaks the all-known stereotypes of the water bottle and gives tribute to the water by being the simulation of the form and transparency of the water.
Project Duration and Location
The project started in September 2019 in Yerevan, Armenia, and finished in February 2019.
Specifications
Width 65mm x Depth 55mm x Height 320mm
Keywords
water, transparency, minimalism, structure, packaging, design, dynamics

Good Design Deserves Great Recognition

Nominate Your Work for the A' Design Award.

Nominate