Yerevan/Mediamax/. Yerevan Brandy Company (YBC, “ArArAt” trademark) presented the new design of its production today.

Mediamax reports that the bottles, the labels and the boxes of all three categories (standard, premium and super premium) cognacs “ArArAt” have been updated.

YBC CEO Ara Grigoryan informed that not only the packing, but also the brand symbol of YBC has undergone change of design: now “ArArAt” brand will be symbolized by Latin letter “A” and Phoenix bird, symbolizing rebirth and at the same time adherence to traditions.

Author of the new logo of “ArArAt” is London-based “Identica” Agency. Armenian, Russia and French specialists were involved in the redesigning process.

According to YBC CEO, the new logo is meant to differentiate “ArArAt” cognacs from all other Armenian cognacs, on which Ararat Mountain is often pictured. At that, YBC has not fully renounced the image of the biblical mountain, leaving it on the labels of the bottles.

Marketing Director of “Pernod Ricard Eastern Europe” Cyril Claquin informed that the volume of investments in redesigning made about USD 1mln.

Executive Director of “Pernod Ricard Armenia” Alexander Kazaryan informed that redesign will influence gradual increase of prices for “ArArAt” cognac of premium and super premium segment.