We speak with Armenian agency Backbone Branding to learn more about their Platinum award-winning work, unHide, and their plans for the future

Can you tell us something about yourself and the agency?

Backbone Branding is a forward-thinking agency specializing in packaging design and branding. We believe a company’s mission and values are what make it truly unique, serving as the foundation for overcoming challenges and creating meaningful, lasting impact in the design world.

Our design approach is oriented toward worldwide success, helping businesses stand out and thrive in competitive global markets, driving growth and recognition on an international scale.

At Backbone Branding, our core belief is simple yet profound: imagination makes everything possible - it breaks every wall. This philosophy defines our essence: imagination for transformation.

What’s the main area of expertise of your agency?  Can you share your journey with design?

We started as Backbone Creative, focused on design, and grew into Backbone Branding as our expertise expanded. Specializing in branding and packaging design, we excel in globally-oriented projects, operating to international business standards.

For us, participating in international awards is a powerful way to boost brand recognition and stay in tune with global trends. We've seen a clear link between award-winning designs and market success. Prestigious platforms like Pentawards often showcase a project's potential to thrive in international markets.

Backbone Branding team at the 2024 Pentawards Gala Ceremony

Congratulations on winning the Professional Concept Platinum award this year! Tell us a bit more about the project and what it means to win this award. 

Winning the Professional Concept Platinum Award was a truly unforgettable moment for us. The "unHide" project was inspired by the endless beauty and detail of nature, often overlooked in daily life. Nature, with its perfect shapes and forms, continually inspires us to see the world in new and meaningful ways.

The project revolved around the magnifying glass as a metaphor for discovery, encouraging us to look beyond the surface and uncover the intricate details of the natural world. It gave us the freedom to move beyond the usual boundaries of client work, exploring unconventional and unexpected ideas through a functional yet artistic lens.

Can you talk us through the journey of creating unHide’s concept?

The concept for “unHide” was sparked by something as simple as a magnifying glass on a table. From this small idea, we began to develop a deeper connection to nature, because, for us, nature is where true miracles begin. The idea was authored and realized by Liana Mazmanyan, whose creativity brought “unHide” to life. This project was more than just about the final product; it was about expressing ideas and allowing them to unfold naturally, much like nature itself.

unHide, 2024 Pentawards Professional Concepts Platinum 

Among your nine other award-winning works this year, is there one you're particularly proud of? What makes it stand out to you?

Each project participating this year is unique for us, with its own essence and distinct qualities. However, I’d like to highlight two in particular - ONCE and TUFF - premium brandy packaging.

With TUFF, the focus is on nature and time, emphasizing Armenia's volcanic landscapes as a source of inspiration. In contrast, ONCE explores craftsmanship, time, and the beauty of the manmade.

For the same product we showcased completely different approaches and concepts, proving that each brand's story can be reflected uniquely. These projects demonstrate how the power of imagination allows us to create such striking differentiations, resulting in designs that are entirely distinct and equally impactful.

TUFF, 2024 Pentawards Silver and Bronze winner

What do you love most about designing and the design community?

Design is a world of endless possibilities, where ideas take shape and become something with real value and impact. What excites me most is its power to shift perceptions, evoke emotions, and drive transformation.

The design community thrives on mutual creativity, pushing boundaries and exploring what’s possible. It’s a space where collaboration and generosity flourish, and competition inspires everyone to grow and create their best work. It’s not about outdoing one another; it’s about pushing boundaries and exploring what’s possible.

What is your message to young designers or students who are entering the design world?

In a fast-changing world, where AI can handle tasks and generate ideas, the challenges for young designers have grown more complex.

While ambition, imagination, and hard work remain vital, young designers must also focus on something equally important: mission. Having a clear mission and a global goal can set you apart, keep you grounded, and help you navigate the chaos with purpose.

Design is not just about meeting objectives - it’s about achieving something greater. It’s about using your creativity and skills to bring value and make a lasting impact.

ONCE, 2024 Pentawards Gold winner

Finally, where do you see the agency heading next? What is the future of Backbone Branding?

At Backbone Branding, we’re committed to being talent-focused and value-driven. More than a branding agency, we see ourselves as a hub for inspiration, innovation, and education - a place for the next generation of designers to thrive.

Our clear mission strengthens us, fueling our drive to work harder, see wider, and achieve more. We’ve enhanced our collaborative approach in packaging design and branding and are pushing the boundaries of imagination to explore untapped creative possibilities.

And now, as we enter the era of AI, we believe and realize that our strong mission will keep us competitive and one step ahead. At Backbone, we see design as more than a service - it’s a movement driving positive change

Find out more about Backbone Branding here , and get involved with the 2025 competition for a chance to be a Platinum Award winner!