CHAMBARAK DESTINATION BRANDING

Just pack your bags and wear comfortable boots, cause you will do a lot of walking and exploration. And if you are even just a little bit afraid of getting lost - just never mind, cause there will most probably be someone local, someone, who lacks ignorance, because Chambarakians are welcoming and caring, and they will take you to their home and force you to have dinner with their family. Then they will show you the way and see you off with a bunch of goodies in your hands. That’s how your lost tourist experience will end.

The core approach used when creating the territorial brand of Chambarak was to understand, measure, influence and identify the way the community would be recognized and appreciated by those Armenians and foreigners who love to travel and explore new amusing destinations. Throughout three months, our brand strategists and the creative team spent several live brand building and value system workshops to identify all the cornerstones the brand would be built on.

So during the ideation phase together with the community, we identified the main values and designed the logo and identity through the prism of the kind and genial people in love with their community and always ready to lend a hand and show the way. Although for each local producer special branded illustrations were created, four key directions were chosen to manifest the high-profit products of the community and attract tourists and travelers to visit Chambarak. 

Based on the overall brand concept, the urban identity of the community was created, including road signs, tourist information materials and places of attraction in all 11 villages. Each identity component was an essential prerequisite for attracting and retaining tourists and travelers from Armenia and abroad.

Դվերենք, դիերենք, Ճամբարակ հասնենք (dverenk, dierenk, Chambarak hasnenk). Did you get it? Once you are in Chambarak, you will learn not only this but also thousands of other expressions in the Chambarak dialect. Most probably you will become a local yourself, cause one can barely keep themselves apart from the warm and homely philosophy of the community. But this particular expression is the slogan of Chambarak spiced up with the local dialect, meaning “mount up, mount down, till we reach Chambarak” in Armenian. The slogan was created to bind the travelers with the community and feature all the mountainous trips and adventurous moments they would experience in Chambarak.

The essential part of the territorial branding was to emphasize the community as an all-year-round destination to visit and observe. That is why special winter festival posters were created maintaining the identity but also giving a winter touch to the brand.

Well, haven’t you packed your bags yet? Start now! Because you already know - just a bit of mount ups and downs and you will reach one of the most eco destinations in Armenia and discover the hospitable locals that a true traveler can only dream of.