Arax

Standout features:

• Ingredient as design inspiration
• Frosted bottle
• Vintage-style cap

Arax is a famous Armenian vodka infused with Tarragon, an aromatic herb that is combined with local natural mineral waters to form the key element of this fine spirit, giving it an intense, yet harmonious character.

With increasing competition in the liquor sector and the desire to step boldly onto international markets, the brand approached Gentlebrand to implement a complete image rebrand.

The result didn’t disappoint. The green, frosted glass bottle appears to have been carved from ice, conveying the feeling of a fresh, cold, ready-to-serve spirit. Distinct volumes emphasize a shape that is minimal yet refined, in a design that aims to communicate the premium nature.

A pattern of tarragon leaves is the sole decorative element that not only adorns the base but also evokes the natural component of the distillate. The same detail also appears on the body of the bottle and the cap.