Arpeni
Logo Design, Brand Identity & Wine Label Design for an Armenian Wine Producer
Project Overview
Arpeni is an Armenian wine producer rooted in heritage, craftsmanship, and regional character. Brainbox was commissioned to create a distinctive logo, brand identity, and wine label system that reflects the winery’s story while positioning the brand confidently in a modern wine market.
The goal was to develop a brand that feels authentic, elegant, and timeless, capable of standing out on shelves while honoring Armenian winemaking traditions.
The Challenge
Wine branding must balance tradition with modern appeal. Arpeni needed a visual identity that:
Reflects Armenian heritage without feeling dated
Feels premium and trustworthy
Works across multiple wine varieties and labels
Stands out in competitive retail and hospitality environments
Translates naturally into lifestyle and food-pairing contexts
The brand needed to feel crafted—not manufactured.
Graphic Design
Packaging Design
Logo Design
The Arpeni logo has a unique and authentic story behind it—one rooted directly in the land where the wine is made.
In 2009, a local farmer discovered a stone while preparing materials for construction. When the stone was broken into two pieces, a natural feather silhouette was revealed inside. This unexpected finding became a powerful symbol of nature, heritage, and craftsmanship.
We chose to use this feather shape as the core symbol of the Arpeni brand identity, translating it into a refined, timeless visual mark. The feather represents lightness, authenticity, and the quiet strength of nature—values closely aligned with traditional winemaking.
Today, the original stone is embedded in the wall of the winery and restaurant in Areni Village, serving as a physical reminder of the brand’s origin and story. The logo is not just a design element, but a meaningful symbol directly connected to the winery’s place, history, and identity.
Wine Label Design
The wine labels were designed to complement both the bottle and the wine itself.
Label design considerations included:
Clear hierarchy for wine name and variety
Elegant spacing and balanced composition
Materials and finishes suitable for premium production
Visual consistency across different wines
The labels are designed to feel tactile, sophisticated, and shelf-ready.