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Kum-Kum: Redefining Water Packaging

Backbone Branding, renowned for its exceptional brand identity and visual communication solutions, has unveiled the revolutionary Kum-Kum water packaging design. The inspiration for this project stemmed from the unique characteristics of water, such as transparency, minimalism, and its dynamic form as a droplet.

The Kum-Kum bottle's design incorporates the shape of a falling water droplet, challenging the traditional structure of water packaging. The bottle's innovative design creates the illusion of a dynamic water droplet in motion, blurring the lines between the bottle's structure, colors, transparency, label, and logo.

Utilizing PET material and a transparent label, the Kum-Kum water packaging design measures 65mm in width, 55mm in depth, and 320mm in height. This unique approach to water packaging breaks stereotypes and pays homage to the fluidity and transparency of water.

The project faced several challenges, including the need to stand out in a crowded market and the utilization of a new structural design manufacturing technology in Armenia. The bottle's unconventional shape presented difficulties during the printing process, ultimately leading to the procurement of a new printing machine to achieve the desired result.

Backbone Branding's Kum-Kum water packaging design has been recognized with the prestigious Golden A' Design Award in 2021. This accolade celebrates the design's exceptional creativity, trendsetting nature, and its significant impact on the world of art, science, and technology.

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