Apricus is a small-batch apricot atelier from the Ararat Valley in Armenia, the land that gave the apricot its botanical name. The brand turns one fruit into four slow-made products: sun-dried apricots, preserve, cold-pressed kernel oil and apricot blossom tea.
The Challenge. Armenian apricots are celebrated at home but anonymous abroad, sold in bulk under generic “dried fruit” labels. The brief: a name and identity that can hold a premium shelf in London or Tokyo while staying honest to its orchard roots.
The Solution. One idea carries everything: the sun. Name, mark, palette and packaging all speak of fruit ripened and dried under the high-altitude light of Ararat, voiced through a warm crafted serif and a quiet, editorial layout.
