Background
Borjomi always celebrates New Year with its limited edition packs. To mark this occasion in Central Asia, for the first time of the brand history, Borjomi decided to launch special design packs during Nauryz. It is spring celebration of turkic New Year that falls on March equinox. Nauryz is completely different holiday in Central Asia region then habitual New Year.

Nauryz, being celebrated by diverse ethnicities, has unique features and customs in Kazakhstan, Uzbekistan and Azerbaijan. So, we needed to find something universally common to reflect on Nauryz’s distinctive and uplifting mood of celebration.

Creative Idea
We found out that origin of tulip flower takes place in Kazakhstan region and was used to mark beginning of spring. The flower also turned out to be common element in other national ornaments. So, tulip became the symbol behind Borjomi’s celebration of turkic New Year, Nauryz.

Execution/Results
By finding common element of Nauryz in countries’ ornaments we created bold and harmonious design that translates celebration’s blossoming, awakening, warm mood based on tulips flowers (Kazakhstan is motherland of the tulips). We successfully incorporated region’s character into brand assets and conveyed holiday serene spirit by visualizing blossoming tulips from Borjomi’s mineral water. At the same time, we managed to maintain continuity with the previously developed packaging designs of the legendary brand. Also new packaging inspired local designers to create collection in «neonomadic» style. We received love and attention of thousands people.