The Royal Armenia coffee packaging has long featured an iconic owl illustration, leading people to affectionately refer to the product as „boo“ (meaning „owl“ in Armenian). Acknowledging the cultural significance and the strong bond people have with this emblematic brand character, Backbone Branding strategically decided to leverage this insight for the refresh of the packaging for both coffees and iced teas.

Backbone Branding approach was rooted in the physical qualities of an owl, leveraging its nocturnal nature as a symbol for the coffee’s invigorating effect in keeping people awake.

They reimagined the owl, giving it a more modern and emotional look, and introduced two new owl characters to enhance the brand’s visual appeal. Backbone Branding strategy involved turning the word „Boo“ into a typographic logo, where the two letters „O“ were artfully placed above each other, reminiscent of the wide-open eyes of an owl that has tilted its head.

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Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

Boo by Backbone Branding

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