The strategy behind Day & Night branding is wonderfully clever. The Armenian restaurant serves as a cafe during the day and bar into the night, and this duality is captured beautifully by the designers at Backbone Branding.
Every bottle, jar, coffee cup and bag has a dark and a light half, appearing as though it was dipped in either black paint, white paint, or one on each end. Delicate sketches of wildlife emerge from the light into the dark, transforming into constellation structures in an ebony evening sky. In many cases, the overpowering light or dark of a given package corresponds to the time when it would most likely be consumed at Day & Night restaurant. The designs elegantly embrace and express a binary nature, raising the branding itself to the level of art.