Borjomi always celebrates New Year with its limited edition packs. To mark this occasion in Central Asia, for the first time of the brand history, Borjomi decided to launch special design packs during Nauryz. It is spring celebration of turkic New Year that falls on March equinox.
Nauryz, being celebrated by diverse ethnicities, has unique features and customs in Kazakhstan, Uzbekistan and Azerbaijan. So we needed to find something universally common to reflect on Nauryz’s distinctive and uplifting mood. We found out that origin of tulip flower takes place in Kazakhstan, region and was used to mark beginning of spring. The flower also turned out to be common element in other national ornaments. So tulip became the symbol behind Borjomi's celebration of turkic New Year, Nauryz.
By finding common element of Nauryz in countries’ ornaments we created bold and harmonious design that translates celebration’s blossoming, awakening, warm mood. We successfully incorporated region’s character into brand assets and conveyed holiday serene spirit by visualizing blossoming tulips from Borjomi’s mineral water.
Design advertisement created by BBDO, Kazakhstan for Borjomi, within the category: Non-Alcoholic Drinks.