Gentlebrand Design Agency, part of the Sidel family, has partnered with Toshmineralsuv to bring a new level of refinement to its flagship product: the legendary Tashkentskaya mineral water. 

Long celebrated for its purity and drawn from a natural spring 1,371 metres underground, the water now arrives in a sleek, contemporary PET format designed to strengthen its premium positioning and widen its reach.

This latest project reflects Gentlebrand’s strategic approach to design, where deep brand insight meets a strong creative direction. Tasked with preserving the essence of a brand that has stood for well-being and trust for over 70 years, Gentlebrand developed a tailored concept rooted in authenticity, cultural relevance, and visual simplicity.

Design with depth

The process began with a detailed analysis of both the competitive landscape and brand legacy. The result is a considered design that captures the value of health-giving water, while speaking in a visual language fit for today’s market. The new PET bottles, available in 1000ml, 500ml, and 330ml, are defined by clean lines and carefully crafted touches that subtly raise the bar.

Details that connect

Each element of the bottle contributes to a wider story. At the base, the brand’s positioning, ‘Source of Wellness and Beauty,’ is delicately embossed. A geometric pattern inspired by Tashkent’s architecture runs above it, linking tradition and modernity in a single graphic. It’s a design that pays attention to context and culture, not just form.

Consistency across the board

From the transparent label to point-of-sale applications, the updated identity is clear, fresh and consistent. Nothing feels generic, every visual element supports the brand’s evolution while keeping its character intact.

A confident step forward

“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,” says Toshmineralsuv’s bottler manager.

The outcome is packaging that feels purposeful and premium, designed to hold attention and build recognition while staying true to what the product has always stood for.

About Gentlebrand

Gentlebrand, a Sidel company, is a strategic branding and packaging design agency dedicated to helping businesses build meaningful connections through distinctive design and sustainable solutions. Combining deep consumer insight with creative expertise, Gentlebrand delivers end-to-end branding experiences that stand out on the shelf and resonate with consumers. From brand strategy to packaging innovation, the agency partners with clients to shape compelling, purpose-driven identities. Learn more at www.gentlebrand.com.