Challenge:
The Russian mineral water brand Essentuki, distributed in Uzbekistan under the private label Dobro Dobrom, required a packaging adaptation for a new market. While the brand is well-known in Russia, entering Uzbekistan meant addressing different consumer expectations, reinforcing product authenticity, and elevating the premium perception — all while retaining the essence of the established brand identity.

Research & Insights:
Market analysis revealed that Uzbek consumers value a blend of tradition and premium quality. The competitive landscape favored designs that communicated purity, origin, and trust while offering a refined, tactile experience. Our review of Essentuki’s existing packaging identified its signature elements — distinctive typography, a recognizable mountain silhouette, and a balanced composition — as essential assets to preserve.

Creative Solution:
We retained the brand’s core visual DNA while enhancing its premium appeal:
Golden Line Accents: Added to create a refined, high-value look without overpowering existing brand elements.
Debossing Effect: Introduced to enrich tactile engagement, reinforcing the premium quality through touch.
Integrated Quality Mark: Seamlessly incorporated the DOBRO dobrom logo into the central label composition, underscoring authenticity and trust.
Source Clarity: Refined typography and label hierarchy for immediate recognition of the water’s origin.

Results:

Modernized premium packaging while preserving strong brand recognition.
Clear visual differentiation by water source.
Strengthened consumer trust in a new market.
Shelf presence that is both memorable and aligned with local preferences.