Armenian culture is more than its familiar colors, symbols, and visual traditions.

This project explores a different way of expressing Armenian identity through typography. Rooted in the character and heritage of the Armenian alphabet, the custom typeface brings cultural authenticity into an unexpected, contemporary visual world.

By deliberately moving away from conventional Armenian aesthetics, I wanted to create a contrast between tradition and experimentation — proving that cultural identity doesn't have to look traditional to remain unmistakably Armenian.

Different in expression. Armenian at its core.