Tea in Uzbekistan is not just a daily drink. It is a part of local culture, part of Uzbek nationality, it is a symbol of hospitality and kindness, that is why, the importance of tea products is growing day by day in every region of Uzbekistan.

In this case, our client was a local tea producer that is based in the Karakalpakstan region. We had to develop a naming for the product, its packaging design and of course, its logo. Our team started the job with a research — we found out that historically in Karakalpakstan there were five fortresses, which were ruled by five khans: eastern analog of kings.

According to this information we decided to label our product as Bes Khan — which means “five khans”. According to the naming, we developed a logo that united the type of the product and its naming: in the logo we displayed a tea leaf that represents a number five.

Packaging is made bright and attractive, combining shiny yellow color, that symbolizes the sun, and soft green color, which is a representative of natural origination of the product. Also, it has a little red accent, which is used to hook the eye of a customer at the shop.

The illustration on the packaging is also connected with the history and traditions of the Karakalpakstan region. This place is well-known for its milk-tea, which is a signature of Karakalpak nation. Moreover, we chose this illustration because our product fits perfectly for preparing classic Karakalpak milk-tea. In order to make it even more clear, we wrote simple instructions on how to make milk-tea with our product on the back-side of the packaging.