“To all conscious hedonists out there, Borjomi is the brand of bottled water, that rejuvenates body, mind and soul.”

We, the conscious hedonists of design, undertook the task to convey its legendary image on a new year limited edition pack. One that combines Georgian tradition with the primal magic of a water springing out of the earth’s magma, from a depth ten times greater than spring water. One that enhances packaging with a celebrating voice; a cheering tribute to all modern druids, hunters and foragers, the fearless women and men of today.

We equipped ourselves with Borjomi’s sacred symbols: the deer, folklore Georgian patterns and Georgian green. We deconstructed them. And then put them back together.

Intense vibrations, fireworks that adorn the sky of Borjomi and a protagonist with an imposing presence, the deer. A magician transformed into the symbol of Georgian culture.

Drops of water absorbed the colours which burst into fireworks celebrating the new year. The historic patterns were enhanced by juxtaposing the deer -symbol of the brand- and placing it in the centre, making it its pulsating heart. The deer gazes over the natural source of water. It’s the Borjomi spring with the blue arch.

The package design conveys Borjomi’s brand essence: the life force. It also radiates freedom and rejuvenation. Together they vibrate like an erupting volcano. They engage into dialogue. Speak to themselves. Ask questions. We, the optimistic hedonists, answer to them with our body filled with 70% of the same matter.