SHERIDAN, WYOMING – July 21, 2025 – Gentlebrand Design Agency, part of the Sidel family, has partnered with Uzbekistan-based Toshmineralsuv to deliver a strategic redesign of its iconic Tashkentskaya mineral water, introducing a sleek PET bottle that strengthens the brand’s premium positioning while honoring its legacy.
Renowned for its purity and sourced from a natural spring 1,371 meters underground, Tashkentskaya mineral water now debuts in a refined PET format aimed at enhancing market presence and consumer appeal. This initiative underscores Gentlebrand’s ability to blend deep brand insight with bold creative execution in competitive consumer markets.
Rooted in Authenticity and Cultural Relevance
Gentlebrand approached the project with a focus on preserving the authenticity of a brand that has symbolized well-being and trust for over seven decades. Following a comprehensive analysis of market trends and the brand's heritage, the design team developed a visual identity that merges tradition with modern aesthetics.
The new PET bottles — available in 1000ml, 500ml, and 330ml sizes — feature clean lines and understated detailing, projecting a contemporary yet timeless appeal. Each design element was crafted to enhance the perception of quality while maintaining a strong connection to the brand’s origin.
Embodying Storytelling Through Design
The packaging serves as more than a container; it tells a story that resonates with both cultural heritage and modern design sensibilities:
- The brand’s positioning statement, ‘Source of Wellness and Beauty’, is delicately embossed at the base of each bottle, reinforcing its health-oriented image.
- A geometric pattern inspired by Tashkent’s architectural heritage wraps above the embossing, symbolizing the blend of tradition and innovation.
- The transparent label and unified design approach across all touchpoints ensure a distinctive and consistent brand presence at every consumer interaction.
A Strategic Identity Refresh for Market Impact
The collaboration extended beyond packaging design, integrating visual consistency into point-of-sale materials and brand communications. Every element was curated to amplify the premium character of Tashkentskaya without compromising its authentic roots.
Toshmineralsuv’s bottler manager highlighted the strength of the partnership, stating, "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."
Strengthening Brand Recognition with Purposeful Design
The redesigned PET packaging positions Tashkentskaya mineral water for enhanced visibility in both domestic and international markets. By combining authentic storytelling with contemporary design language, Gentlebrand and Toshmineralsuv have crafted a product poised to attract discerning consumers seeking premium experiences.
Learn more at www.gentlebrand.com.