Backbone Branding's Water Packaging Revolution: Kum-Kum

Reimagining Water Bottles with Dynamic Design and Transparency

The inspiration for Kum-Kum came from the inherent characteristics of water - its transparency, minimalism, and dynamic state. The design team at Backbone Branding sought to capture these qualities in a tangible form, resulting in a water bottle that is as fluid and dynamic as the element it contains. The bottle's structure is so seamlessly integrated that it's hard to discern where it begins or ends.

What sets Kum-Kum apart is its unique design properties. The bottle's structure, color selection, transparency, label, and logo all form a cohesive entity with the water inside. When rotated, the bottle transforms, mimicking a drop of water in motion. This dynamic design is not just visually appealing but also serves to pay tribute to the essence of water.

The bottle was realized using PET technology with a transparent label. Measuring 65mm in width, 55mm in depth, and 320mm in height, the bottle's design was a result of numerous experiments and observations of water in its dynamic state. The label and logo were designed to highlight the transparency and plasticity of water.

The project, which began in September 2019 and concluded in February 2019 in Yerevan, Armenia, faced several challenges. The goal was to create a design that stood out from other brands and truly embodied the characteristics of water. The technology for this new structural design manufacturing was new in Armenia, and the unconventional design faced difficulties in printing houses, requiring the team to revise the design twice before the printing house ordered a new printing machine to achieve the desired result.

The final design features symmetrical droplets on its four sides, two facing upward and two facing downward, which shape the form of water in its dynamic state. The blue tint of the back label blends harmoniously with the bottle, and the brand's white logo on the transparent label becomes apparent due to the blue-tinted back label. This innovative design earned Backbone Branding the prestigious Golden A' Packaging Design Award in 2021, a testament to their creativity and design prowess.