Gentlebrand reimagines Tashkent icon for premium PET relaunch

ITALY – Gentlebrand Design Agency, a member of the Sidel Group, has partnered with Toshmineralsuv to unveil a contemporary PET bottle for Tashkentskaya mineral water—an iconic Uzbek product revered for its purity and legacy.

Sourced from a pristine underground spring at a depth of 1,371 meters, Tashkentskaya has long been associated with wellness, balance, and natural vitality.

With this exclusive PET relaunch, the brand is not only modernizing its packaging but also repositioning itself to appeal to a broader, more design-conscious consumer base—without losing the authenticity that has defined it for over 70 years.

The collaboration reflects Gentlebrand’s holistic approach to brand design—one that goes beyond visual aesthetics to infuse cultural memory, storytelling, and functionality into every element.

For this project, the challenge was clear: preserve the soul of a storied brand while making it relevant in an increasingly competitive, fast-moving beverage market.

“Designing for Tashkentskaya was not about creating something new from scratch. It was about interpreting something cherished in a way that feels both fresh and familiar,” said a spokesperson from Gentlebrand.

The result is a sleek PET bottle—available in 1000ml, 500ml, and 330ml formats—defined by minimalist lines and refined contours.

These subtle yet intentional design choices help elevate the product, positioning it squarely in the premium bottled water segment while maintaining mass accessibility.

Culture in every detail

The bottle is more than just a container—it’s a canvas for storytelling. At its base, the brand’s mantra “Source of Wellness and Beauty” is discreetly embossed, grounding the design in its wellness heritage.

Above this, a finely detailed geometric pattern, inspired by Tashkent’s rich architectural tapestry, wraps the bottle.

This motif is not decorative filler—it’s a bridge between the city’s historic identity and the brand’s contemporary ambitions.

“Every element had to have a reason to be there,” noted the design team. “We wanted the design to feel like a dialogue between past and present.”

Visual consistency, strategic vision

The visual identity extends seamlessly across the label, secondary packaging, and in-store displays. The use of a transparent label allows the clarity of the water to shine through—literally—while reinforcing the product’s natural credentials.

The typography is modern yet restrained, underscoring the brand’s maturity and trustworthiness.

This cohesive design system is a deliberate move to build stronger shelf presence and long-term consumer recall, especially in export markets where visual cues often stand in for heritage.

According to Toshmineralsuv’s bottler manager, “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 in the market.”

This redesign is more than just aesthetic evolution—it’s a strategic pivot toward the future. In an age when packaging must serve as both branding and storytelling tool, Tashkentskaya’s new look speaks with clarity, confidence, and cultural depth.

The launch reaffirms the power of design in amplifying a brand’s voice—especially one as storied as Tashkentskaya’s. And in doing so, it sets a benchmark for how legacy products can thrive in modern packaging without sacrificing their soul.

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