Toshmineralsuv bottler chooses Gentlebrand for its debut in the world of premium PET
A new look, the same authentic heart: Legendary «Tashkentskaya» mineral water gets a makeover thanks to Gentlebrand's creativity and expertise. Objective: Bringing to market a PET format that speaks the language of contemporary design, while maintaining a deep connection to the brand's history and identity.
A symbol of purity and well-being for more than 70 years, Tashkent Mineral Suv springs from a natural source at a depth of 1,371 metres; it is now preparing to conquer a wider audience with premium positioning. To meet this challenge, the brand turned to Gentlebrand, which created a strategic tailor-made creative project with painstaking attention to detail.
It all began with analysis of the competitive environment and the brand's heritage. The result was a bold concept: representing the value of 'health-giving' water with a simple, elegant design deeply rooted in local culture. The new logo embodies purity and sophistication, while the design of the PET bottles (1000, 500 and 330 ml) features surprisingly clean lines, sophisticated touches and details that make all the difference.
The slogan 'Source of Wellness and Beauty' is embossed on the base of the bottle to reinforce the brand's positioning. Above it, a geometric pattern pays homage to the architecture of Tashkent, combining the traditional with the contemporary in a single visual gesture. All this is complemented by a fresh, transparent, consistent and recognisable visual identity at every single touchpoint, from the label to point-of-sale materials.
The result? Packaging that truly stands out, raising the brand's level and propelling it boldly into the premium segment. A design that not only tells the story of the Tashkent Mineral Suv, but renews it with style and vision.
Gentlebrand thus completes another success story, demonstrating how creativity can enhance a brand's roots and transform them into a value proposition for the future.
"Gentlebrand was able to interpret our vision perfectly, transforming it into a distinctive design consistent with our brand values. The result is a product that truly represents us and allows us to stand out on the market," the Toshmineralsuv bottler manager tells us.