Challenge
When choosing a present for our beloved ones, friends or colleagues, we usually think of what he or she likes, what we would like to receive as a gift, how it will position ourselves, which are the trendy gifts… That is hundreds of questions to ask, ideas to think of and places to visit before we make our final choice and wait impatiently for the appreciation of our gift by the addressee. This prompted us to think of a gift store concept that would make the whole story from buying a present to its opening a beautiful and inspiring one.
Solution
When working on the concept, we derived from the core meaning of the gift - that is to reflect our appreciation of a person's passions, our love, respect and admiration towards him or her. We found our inspiration in Adelie penguin species’ love confession ritual during which male penguins gifted a stone to the preferred female as a symbol of love and their future «home».
Thus, “Adelie & the Stone” concept store was created, where each present - be it a flower or a travel set, was meant to serve as a stone for something bigger, become the beginning of a new story, one that makes life more beautiful, inspiring and unforgettable.
The idea was fulfilled with the concept of composing a gift set consisting of “foundation stones” for every possible situation and occasion - from cooking to travel, from housewarming to Christmas, accompanied by a unique copyright on the items or the set box, reflecting the purpose of the gift, the moments we want to make unforgettable and unique.
Results
A show room of “Adelie & the Stone” was set up in one of the shopping centers in Yerevan, Armenia, which became a hot spot for unique, personalized and meaningful gift hunters. «Adelie & the Stone» gradually transformed into a mood industry generator that offered a range of mood services, which are being presented in gift, flower, interior show rooms with intention to widen its scope as a provider of happy moments.
Credits
Client: Adelie & the Stone
Art director/Design: Karen Gevorgyan
Illustration: Anahit Margaryan
Calligraphy: Mari Gevorgyan
Interior design: Hovhannes Papoyan
Photography: Arnos Martirosyan
Business idea creator: Haykuhi Taksildaryan
Brand Strategist/Naming: Marina Ghazaryan
Content Manager: Nika Yepiskoposian
Account Managers: Inessa Mikaelyan, Ghukas Madoyan
Communication manager: Ani Gevorgyan
Packaging
Generate a flexible packaging construct that would bring to life “Adelie & the Stone” brand new gift concept store’s idea to life.
“Adelie & the Stone” offers a new approach to choosing presents by composing a gift set that consists of various items for a particular occasion or situation. Being inspired by Adelie penguin species’ love confession ritual during which male penguins gifted a stone to the preferred female as a symbol of love and their future «home», “Adelie & the Stone” treats every single present as a metaphor of that stone, which is meant to become a part or starting point for a new story.
In “Adelie & the Stone”, the gift is supposed to be symbol of our attitude towards a person and tell about our love, respect and admiration towards his or her passions.
We derived from “Adelie & the Stone’s” aspiration to offer a possibility of creating a unique and personalized gift for everyone. We developed an all-in one flexible construction, which let us combine various size boxes in a big one and create the set one wants. This approach gives an opportunity to match different items, making a set of many small or a couple of big ones, combined with tiny accessories.
Here everyone becomes the author of a unique gift story. In order to make the story complete, a group of calligraphers help client to generate a unique name or message for the set or even for every item.The calligraphy along with Adelie penguin illustrations is essential part of brand identity. Both are meant to reflect the set’s mood and give a hint what is inside the box.
In “Adelie & the Stone”, the gift is supposed to be symbol of our attitude towards a person and tell about our love, respect and admiration towards his or her passions.
We derived from “Adelie & the Stone’s” aspiration to offer a possibility of creating a unique and personalized gift for everyone. We developed an all-in one flexible construction, which let us combine various size boxes in a big one and create the set one wants. This approach gives an opportunity to match different items, making a set of many small or a couple of big ones, combined with tiny accessories.
Here everyone becomes the author of a unique gift story. In order to make the story complete, a group of calligraphers help client to generate a unique name or message for the set or even for every item.The calligraphy along with Adelie penguin illustrations is essential part of brand identity. Both are meant to reflect the set’s mood and give a hint what is inside the box.
