Roy & Joy Confectionery Branding & Packaging Design by Backbone

Armenian design studio Backbone is back on the grid with a charming identity and packaging system designed for Roy & Joy Confectionery. This playful brand incorporates Victorian-inspired illustrations featuring a fun trio of characters, Roy, Joy, and the “&” that binds them. The packaging pairs these amusing characters with vintage motifs, intricate patterns and bold colors to bring their world to life.

Backbone created a cohesive and flexible brand narrative with a visual identity that’s grounded in rich storytelling and clever elements. Even small details, like the unique design and iconography of their chocolate bars, add a layer of fun, offering a little surprise every time you open a package.

You can view more of Backbone’s work over on their website and Behance.

More branding inspiration Backbone’s website