Arax is a renowned Armenian vodka infused with Tarragon, an aromatic herb that is combined with local natural mineral waters to form the key element of this fine distillate, giving it an intense yet harmonious character. With increasing competition in the spirits sector, and the desire to enter international markets, the brand produced by F54 has implemented a complete restyling of its image.
A thorough market analysis and target audience study allowed Gentlebrand to define the new Arax Brand Strategy, adopting the right positioning and identifying the unique elements to enhance the product’s packaging. The frosted glass bottle appears to have been carved from ice, conveying the feeling of a fresh, ready-to-serve spirit. Distinct volumes emphasize a shape that is minimal yet refined, in a design that aims to communicate the premiumness desired by the brand. A pattern of tarragon leaves is the only decorative element that not only enriches the base, but also recalls the natural component of the distillate. The same detail also appears on the body of the bottle and on the cap, designed especially for the customer.