Creativity and know-how in the bottle

The renowned Armenian vodka Arax originates from an infusion of tarragon, an aromatic herb that, together with local mineral waters, constitutes the key element of the precious distillate.

With a view to expansion on a global scale, the brand produced by F54 has decided to completely revise its image, entrusting Gentlebrand with the creation of a packaging with distinctive shapes and design, in line with the premium positioning of the product.

Made of frosted glass, the bottle seems to have been sculpted in ice, conveying the sensation of a fresh distillate ready to be served.

A minimal but refined design, enriched by a pattern of tarragon leaves and a studied game of volumes, emphasizes its uniqueness.

Gentlebrand’s approach, which integrates design and feasibility, was fundamental in the development of Arax; once the brand strategy had been defined and the design concept selected, the “packaging tailors” of the Italian agency interfaced directly with the glassworks that supplies F54, making sure that the design and all the modifications were feasible.

This is an important result for Gentlebrand which, with Arax, brings a new contribution to the international Wine & Spirits market, showing in the field how design and technical know-how are the key assets of a winning strategy.