MAROG conducted a series of workshops and studies to understand the brand's core values, mission, and vision. Furthermore, our team researched the Armenian and international markets in order to better understand the existing and fundamental issues of regional branding, as well as the solutions required.

As a result, we developed the main values of the brand: uniqueness, responsibility, welcoming and environmental sensitivity. Communication platform and values served as the basis for naming and creative ideas.

The following priorities were established throughout the development process:  develop a name and brand platform that will drive local and international tourists to choose Zovak as a B&B stay when visiting Tavush region. Thus, the name ZOVAK (Armenian: Զով - breezy) means a cool, but warm place.

The brand's primary colors are dark spring green, fuzzy wuzzy, dutch white, and pine tree. The dark spring green was chosen to emphasize the amazing nature of the place. Armenia is known for its wide selection of delicious fruits․

Fuzzy wuzzy conveys the juicy and sweet color of Armenian fruits. And the last two colors replace black and white, adding harmony to the brand identity. The secondary colors of the brand are dark moderate cyan, soft orange, dark moderate blue, bright orange, light grayish orange, and very dark desaturated orange.

We developed the visual identity of the brand. In order to fully convey the brand's values to customers, we defined the brand's tone of voice.