Sunday, October 30, 2011


Ayran is a cold drink, made of yoghurt mixed with water, usually salted, sometimes carbonized. Primarily a Turkish beverage, it's a popular drink in many countries around the Black and the Caspian Seas. Despite being so widely spread among our neighbors (Turkey and Armenia in the south, Azerbaijan in the east, Caucasian peoples in the north), the drink somehow managed to avoid Georgia, where it was practically unknown until recently. With the expansion of Turkish businesses into post-Soviet Georgia and opening of many Turkish restaurants in Tbilisi and other major Georgian cities, it was inevitable that the Turkey's most popular drink would eventually find its way to the Georgian market.

The drink is mostly being imported from Turkey and Armenia, but recently some local companies have started producing their own ayran. One of such companies contacted me a little while ago, ordering the label design for their new-born product. Their only demand was to make green the dominant color, partly in an effort to make it more distinguishable from the local dairy product style with dominant blue/red/white color schemes. Also, for some reason they didn't elaborate on, the label had to feature the Armenian name for ayran -- tan. The rest was entirely up to me.

I decided to go with a thick, "milky" hand-drawn font for the main title. Then I dug up a nice milk-splash stock image and placed it on a "condensated" background, emphasizing a cold-served product. A tiny bit of "orientalish" ornaments, some fashionable reflections and I was almost set. Almost, because I had to come up with some sort of a logo for the manufacturer.

The company in question is called Agapi Ltd. Agapi (more correct spelling would be aghapi) is a Georgian version of the Greek word agape, which means "non-corporal love." So I decided to go with a "milk from the heart" theme, visualized quite literally, as you can see.

Below is the finished label. It's circular, meaning it wraps around the whole diameter of the bottle. Hence the "double" design, so that it remains interesting from more possible angles, leaving the technical parts squeezed in-between the lead design elements.

And here's a digital simulation of the label attached to the actual bottle, as it would appear on the final product. The bottle is made of glossy white plastic and has a green cap to match the label.