ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Packaging Design

''Ani '' ice cream


Client Ani product


Food / Beverage / Food - Series

Annual ID


About the Work

The Challange Our client – a dairy producer who gained notable sales increase in the market after rebranding, approached us to create packaging for a new sub-brand of an existing dairy brand line – ice cream. We were challenged to create a packaging that would maintain the brand identity of a strongly positioned company, maintaining the strong association of already acknowledged benefits of the brand – freshness, quality, and taste through simplicity and whiteness. The Solution We solved these major problems of packaging by creating a form of ice cream and illustrating it as a window to the cow’s world. Already well-known and perceived “Tzaghik Kov” (the Flower cow) invites the consumer inside the fence to discover the delicious world of vanilla and chocolate ice cream. So whenever the consumer sees the ice-cream from distance, he sees a mouth-watering ice-cream strongly emphasized on a white matte background communicating freshness and palatability. By throwing a closer look they see the beloved identity of Tsaghik kov in different idyllic states with its friends: this showcases the healthy environment they live in. The fences communicate the types of waffle cones, and vanilla flowers and cocoa beans on the cow communicate the type of ice cream. The time of the day is also a hint to the type of cream: the colors of the sunny day are illustrated to associate the vanilla ice cream, and evening time colors point to chocolate. The logo and text are black to be easily readable, and the blue stamp effect is a sign of quality.

2022 Awards

Total Points: 3

Merit Honor


Design Firm

Backbone Branding

Creative Director

Stepan Azaryan

Art Director & Illustrator

Mariam Stepanyan

Photos By

Backbone Branding & Suren Manvelyan

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