Gentlebrand transforms Tashkentskaya mineral water for premium PET launch
Gentlebrand Design Agency, part of the Sidel family, has partnered with Toshmineralsuv to bring a new level of refinement to its flagship product: the Tashkentskaya mineral water. Long celebrated for its purity and drawn from a natural spring 1,371m underground, the water now arrives in a sleek, contemporary PET format designed to strengthen its premium positioning and widen its reach. Tasked with preserving the essence of a brand that has stood for well-being and trust for over 70 years, Gentlebrand developed a tailored concept rooted in authenticity, cultural relevance and visual simplicity.
The process began with a detailed analysis of both the competitive landscape and brand legacy. The result is a considered design that captures the value of health-giving water, while speaking in a visual language fit for today’s market. The new PET bottles, available in 1000ml, 500ml and 330ml, are defined by clean lines and carefully crafted touches.
Each element of the bottle contributes to a wider story. At the base, the brand’s positioning ‘Source of Wellness and Beauty’ is delicately embossed. A geometric pattern inspired by Tashkent’s architecture runs above it, linking tradition and modernity in a single graphic. It’s a design that pays attention to context and culture, not just form, says Gentlebrand.
Consistency across the board
From the transparent label to point-of-sale applications, the updated identity aims to be clear, fresh and consistent. “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,” says Toshmineralsuv’s bottler manager.