The challenge
Armenia is fortunate to have a magnificent landscape.
However, despite its breathtaking beauty, the country remains an unknown land for a very large number of people. On the other hand, anyone who has visited the country would confirm that it is an Eden-like destination.
Therefore, our challenge when creating the branding and design of this jam line was not only to make the product attractive, but also to use the fruit that comes out of Armenian nature as a means to show nature itself.
After all, the fruit wouldn't have been there without the soil, earth, and water that produce it.
In addition, Armenian fruits are known to be particularly advantageous in terms of vibrant flavors and great variety, thanks to the favorable conditions of nature from which they are derived.
The solution
This is why we have created a series of colorful and vivid illustrations, each one depicting a landscape integrated into the contours of the fruit that the jar contains.
Thus, the fruit becomes a window through which we can observe the Armenian landscape.
As a postcard depicting Armenian nature, we took it a step further with the help of interactive technology and animation and turned our illustrations into augmented reality using a specialized app called Arloopa.
In other words, the still illustrations of nature come to life in moving images of plants and animals accompanied by realistic sound effects and narration.
In order to go further in the representation of Armenia, not only visually but also audibly, the animation is accompanied by unique melodies of the master of Armenian folk music, the composer Komitas.
The music written for Armenia by Komitas fits perfectly with the images, helps create a mood and familiarizes the viewer with all aspects of Armenian culture.
This augmented reality experience and the transcendent musical notes that emerge from the application invite the viewer to immerse themselves in the landscape, enter the scenery and experience the Armenian fields, mountainous nature, lakes first-hand. enchanting and flower gardens.
It's our way of giving people a taste of Armenia and inviting them to embark on the mission to visit the country and see it for real.
As for the name, we have chosen an Armenian name, '' Mrgastan '', which translates in English as "The Land of Fruit".
Because what better way to pay homage to the special qualities of Armenian fruits than to give their name to the land!
