Mixella
Dragée Collection
"MIXELLA" Dried Fruit Production Company
2024
The Brief Mixella was created as a premium Armenian confectionery brand designed to elevate traditional dried fruits into a refined, export-ready product category. The challenge was to build a contemporary brand that honors Armenian heritage while meeting the expectations of modern premium consumers through quality, craftsmanship, and storytelling.
The Creative Concept Mixella is built around the idea of “The Art of Blending Flavors.” This concept serves as both a creative and strategic foundation, combining Armenian traditions with innovation. Fruits, mountain honey, and chocolate are treated as elements, carefully balanced to create a new confectionery experience. Five core values — quality, responsibility, gratitude, devotion, and perfection — guided every branding decision, from narrative tone to visual expression.
Naming The name “Mixella” reflects the essence of blending: the fusion of fruits, honey, and chocolate into a harmonious whole. It symbolizes the meeting point of Armenian heritage and contemporary confectionery culture.
Logo Design The visual identity communicates warmth, refinement, and a deep connection to nature. Inspired by Armenian orchards, sunlight, and traditional fruit-drying practices, the logo and graphic language support a premium positioning while preserving authenticity. The identity was designed to perform equally well in local and international markets.
The Result The final branding and packaging present Mixella as a sophisticated yet heartfelt Armenian confectionery brand. Rooted in heritage and guided by craftsmanship, the identity transforms natural ingredients into moments of refined indulgence. Mixella enters the market with a clear premium presence, a strong emotional narrative, and a visual system built for long-term growth.
The Brief Mixella was created as a premium Armenian confectionery brand designed to elevate traditional dried fruits into a refined, export-ready product category. The challenge was to build a contemporary brand that honors Armenian heritage while meeting the expectations of modern premium consumers through quality, craftsmanship, and storytelling.
The Creative Concept Mixella is built around the idea of “The Art of Blending Flavors.” This concept serves as both a creative and strategic foundation, combining Armenian traditions with innovation. Fruits, mountain honey, and chocolate are treated as elements, carefully balanced to create a new confectionery experience. Five core values — quality, responsibility, gratitude, devotion, and perfection — guided every branding decision, from narrative tone to visual expression.
Naming The name “Mixella” reflects the essence of blending: the fusion of fruits, honey, and chocolate into a harmonious whole. It symbolizes the meeting point of Armenian heritage and contemporary confectionery culture.
Logo Design The visual identity communicates warmth, refinement, and a deep connection to nature. Inspired by Armenian orchards, sunlight, and traditional fruit-drying practices, the logo and graphic language support a premium positioning while preserving authenticity. The identity was designed to perform equally well in local and international markets.
The Result The final branding and packaging present Mixella as a sophisticated yet heartfelt Armenian confectionery brand. Rooted in heritage and guided by craftsmanship, the identity transforms natural ingredients into moments of refined indulgence. Mixella enters the market with a clear premium presence, a strong emotional narrative, and a visual system built for long-term growth.
