Exclusive | Forging heritage into art: The dynamic packaging of TUFF Brandy

September 23, 2024

In our conversation with Backbone Branding, we uncover the striking design of TUFF Brandy, where the elemental forces of fire and volcanic stone inspire a bold, modern aesthetic.

Its packaging features a cubic glass bottle that reflects the fiery hues of molten magma, while its cap, crafted from Armenian tuff stone, represents both cultural heritage and sustainability. Each edition of the brandy tells a story rooted in Armenia’s ancient cities, with the design and colour of the stone paying tribute to the tuff used in its construction.

Tell us a bit about the brand – its heritage, its story, and its markets.

TUFF is a premium brandy packaging that takes its inspiration from the dynamic interaction of fire and stone, embodying both innovation and cultural storytelling. The design centres around a cubic glass bottle that echoes the fiery hues of molten magma, capturing the vibrant energy of the brandy within. This fiery essence is harmoniously contrasted by the tuff cap, a unique element crafted from a volcanic stone deeply symbolic in Armenian culture.

How does the design express the brand’s values? What inspired the design?

This design not only encapsulates the energy and elegance of the brandy but also offers a sustainable and symbolic second life for the packaging. The cap, with its deep hollow, is designed to be reused as a holder for small items like pens, or as a decorative keepsake—especially meaningful for the Armenian diaspora, as tuff stone has long been used to build ancient Armenian cities. Each edition of TUFF Brandy is named after one of these cities, with the stone colour reflecting the particular tuff from which the city was built, such as the edition named Ani.

What is innovative or unusual about your packaging?

The volcanic stone, mined from great depths for added durability, mirrors the richness and antiquity of the brandy it crowns. This seamless fusion of natural elements, premium craftsmanship, and cultural symbolism creates a packaging design that both celebrates and contains the fiery spirit within.

What technical challenges did you need to overcome to manufacture the packaging, if any?

The journey to create this packaging was as intricate as the design itself. The use of tuff presented challenges, as the stone can naturally leave small crumbs. To overcome this, we collaborated with a master craftsman who developed a special process to ensure the material’s smoothness and durability for mass production. Initially, our vision was to integrate the tuff directly into the bottle’s design, but this proved impractical for opening. We solved this by incoporating a material that holds the stone securely, while allowing for easy removal.