Wild, Young,
Pét Nat.
Wine & Spirits / Product Branding / Packaging
December 2023
Creative Lead / Project Owner: Hasmik Abelian
Crafted with three different Armenian native grapes, Tushpa’s Pet Nat Trio pops with natural bubbles using time-tested ancestral methods for lively freshnes. Stripping away the unnecessary and leaving only the essentials, the design speaks to the vibrant and carefree essence of the drink within.
Disclaimer: Hasmik was individually comissioned by Tushpa for this project.
Label Design
The label designs revive a two-decade old symbol created for the winery by a prominent Armenian artis Kamo Nigarian. Inspired by ancient Armenian cave drawings Nigarian’s artwork encapsulates the ancient technique that is used to create Pet Nat up to this day.
Infused with the hues of vineyard landscapes, washed colors evoke the essence of soil, water, and sky. Hand-drawn illustrations bring the organic character of the drink to life. Every detail, from the bottle shape to metallic caps and textured paper, is meticulously designed to resonate with simplicity.
The label designs revive a two-decade old symbol created for the winery by a prominent Armenian artis Kamo Nigarian. Inspired by ancient Armenian cave drawings Nigarian’s artwork encapsulates the ancient technique that is used to create Pet Nat up to this day.
Infused with the hues of vineyard landscapes, washed colors evoke the essence of soil, water, and sky. Hand-drawn illustrations bring the organic character of the drink to life. Every detail, from the bottle shape to metallic caps and textured paper, is meticulously designed to resonate with simplicity.
Engaging
the Wine-Lover
Introducing Pet Nat to the Armenian market required a thoughtful approach. Tushpa came up with an idea to elevate the back label beyond a boring piece of information by transforming it to a mini storybook. It was transformed into a captivating canvas to narrate the rich story of the drink's origins, meticulous crafting process, and its authentic organic nature.
the Wine-Lover
Introducing Pet Nat to the Armenian market required a thoughtful approach. Tushpa came up with an idea to elevate the back label beyond a boring piece of information by transforming it to a mini storybook. It was transformed into a captivating canvas to narrate the rich story of the drink's origins, meticulous crafting process, and its authentic organic nature.
A Homage to the Artist
Created 20 years ago by the incredible Armenian artist Kamo Nigarian, Tushpa Pet Nat symbol represents a man engaged in the timeless craft of winemaking.
The symbol from Tushpa’s archives is revived in every product line, paying a homage to the great artist and his connection with the winery.
Kamo Nigarian is a representative of a so called “dissident” group of Armenian artists that came to the fore during the 70s, a well-known representative of figurative art and the trans-avand-garde movements.
Nigarian’s innovative techniques left an incredible impact on Armenian art – he is often reffered to as the “Modest artist with great heritage.”
Created 20 years ago by the incredible Armenian artist Kamo Nigarian, Tushpa Pet Nat symbol represents a man engaged in the timeless craft of winemaking.
The symbol from Tushpa’s archives is revived in every product line, paying a homage to the great artist and his connection with the winery.
Kamo Nigarian is a representative of a so called “dissident” group of Armenian artists that came to the fore during the 70s, a well-known representative of figurative art and the trans-avand-garde movements.
Nigarian’s innovative techniques left an incredible impact on Armenian art – he is often reffered to as the “Modest artist with great heritage.”
Social Media Campaign
Engaging social media pre-launch campaign was created utilizing mixed-media content ranging from hand-drawn illustrations to backstage production videos. In addition to the digital campaing a limited number of branded sweatshirts and tees were produced.
Engaging social media pre-launch campaign was created utilizing mixed-media content ranging from hand-drawn illustrations to backstage production videos. In addition to the digital campaing a limited number of branded sweatshirts and tees were produced.
Product Launch
Event
