Brief: "The brand Amare exists in the market since 2010 and along with the changes in preparation technologies there is a need for rebranding and packaging for a line of natural juices. Juices will be produced with new & unique technology and will be 100% pure squeezed with 0% added sugar. From its design, the potential consumer should understand that the product has been made in Armenia." Solution: Each season has its own special flavor and taste in Armenia - summer not being an exception. Armenian summers are longer, hotter, and lighter due to the topographic features of the country. For centuries, many people have associated Armenia with a country of sun-soaked and hot summers. These climate features contribute to the fact that the fruits are extremely sweet and tasty. Having this as our basis and the name Amare (it’s summer in English) as our keyword, we integrated brand name in a copy and got Sunny Amare from Armenia. A concept has been developed to convey to the consumer that these juices have been created in Armenia and preserved as bottles of sun extracts.