Doping Creative Agency

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Overview

10 - 49

Employees

2014

Year Founded

ABOUT DOPING CREATIVE AGENCY

The most awarded creative agency in Armenia.

With nearly a decade of experience, Doping Creative Agency has established itself as a leader in both local and regional markets within the creativity and communication sectors. The agency focuses on creating innovative frameworks, communication strategies, advertising, social initiatives, and branding; its primary offerings include creative concepts, naming, visual identity, packaging, and TV and radio ads. In addition to commercial work, Doping is renowned for its social campaigns and public interest projects, earning accolades such as Creative Agency of the Year, Grands Prix, and numerous awards from international advertising and communication festivals like Red Apple, Red Jolbors, KIAF, White Square, and Gerety Awards. Recently, the agency was named Armenia’s Creative Agency of the Year at the TopFICE Independent Ranking Awards.

Languages Spoken

English

HIGHLIGHTS

10 - 49

Employees

2014

Year Founded

Services

Focus

Industries

Clients

Services Provided

25% Brand Identity Design

20% Packaging Design

5% Graphic Design

50% Print Design

Portfolio

Aragats Food - Balanced Flavour

Aragats Food

Objective: The Armenian canned food market is crowded with similar brands vying for the same consumers' attention. Diverse product offerings, innovative packaging, and appealing labels are no longer effective in attracting potential buyers, making it increasingly difficult to stand out on supermarket shelves. Nevertheless, there exists an untapped competitive edge that many brands overlook: the ability to create exceptional flavors. Our goal was to design packaging that emphasizes the superior taste of Aragats, positioning it as the top brand for preserved foods. Implementation: Food reaches its best flavor when the ingredients are chosen and combined carefully. Even minor changes can significantly impact the final taste—either positively or negatively. Achieving the perfect flavor requires precise balance among the ingredients. This concept of culinary excellence served as the basis for the packaging design of Aragats preserved foods. The new tagline, created to capture this vision, reflects the brand's updated positioning: “Balanced flavour.” To illustrate this, we depicted the ingredients as stacked in a vertical balance, clearly conveying that everything in Aragats products is in perfect harmony.

Pink Berry - “Mayozhni” ice-cream

Pink Berry

At times, kids can turn into stubborn little rascals determined to get their way. They stomp, yell, dash around, and create chaos, transforming their parents’ lives into a nightmare. These little rascals even have their unique way of expressing themselves, with "ice-cream" becoming "mayozhni." In Armenian slang, "marozhni" refers to ice-cream, and children often mispronounce it as "mayozhni" (pronounced "mah-yozh-nee"). Pink Berry has targeted these 'little rascals' with a new line of ice-cream cones. To resonate better with this audience, we named the product line "Mayozhni" after their term for ice-cream. The packaging features adorable little monsters that embody the playful, mischievous, joyful, and naughty nature of children. The various flavors are distinguished by a vibrant color palette, making the product more attractive to our target demographic. Kids choose their "Mayozhni" based on flavor or the monster design.

Rebranding for Yerkir Real Estate

Yerkir Real Estate

Yerkir Real Estate Company is one of the longest-established agencies in the Armenian market, which brings both advantages and drawbacks. On one hand, its extensive history means that Yerkir has some of the most sought-after and experienced brokers. On the other hand, its heavy reliance on brand recognition has outdated its corporate identity. In 2022, Yerkir approached us for a rebranding initiative. Through our research, we uncovered numerous misconceptions regarding the real estate sector in Armenia. Given the prevalent distrust of brokers, Armenians have developed various methods to avoid working with intermediaries. The reasons for this are clear: many associate terms like broker, agent, or commission fee with negative experiences, either personally or through acquaintances' stories. Additionally, many people question the need to pay for services they believe they can handle themselves. The crucial insight we gained was that our primary competitors were not other agencies but rather individuals who thought they knew better. Essentially, our competition was our target audience. In our revised branding strategy, we recommended addressing this issue by 'repackaging' these problematic terms. We suggested replacing "broker" and "agent" with "consultant" and "assistant," and referring to the service fee as a commission fee. This straightforward linguistic change is intended to gradually shift public perception of real estate professionals and their roles, ultimately leading Yerkir's clients to recognize the true benefits of the brand.

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