Georgian mineral water "Borjomi" has been creating history for 135 years. The brand, proud of its rich heritage and unique natural composition, will present itself to various markets around the world with an updated visual identity. "Borjomi" is not just a brand, it's a commitment to its heritage. Crafted through a harmonious mix of traditions, pride in the brand's history, and a focus on its premium products, "Borjomi" continues to grow and expand into new markets. This is how the brand ensures consistency across the core and line extensions, staying true to its roots. The brand's rich history inspires the updated identity. On the new packaging, the iconic symbol of "Borjomi" - deer, is now prominently featured on both the front and central sides of the bottle. The proudly standing deer reminds us of "Borjomi's" legendary discovery while conveying the brand's respect for its rich past. Throughout history, "Borjomi's" landscape has been presented on the bottle in an oval shape. To honor this tradition, the Borjomi mountains alongside the deer will once again appear on the packaging, this time in a modernized oval shape. This change highlights the brand's high quality and premium feel. The updated packaging also gives the brand an opportunity for consistency — to expand product categories without losing the connection between them. The visual consistency of the brand and its sub-brand is evident in the newest "Borjomi" product, "Limonati". "This design architecture strategy will be fundamental to the brand as it extends into other categories in the coming years." — This is how visual identity author Osborne Pike describes the update. Today, "Borjomi" stays true to its history, proudly narrating its legendary tale through updated packaging. By blending the pride of its traditions, driving premiumness, and visual consistency, "Borjomi" continues to share Georgian culture with every customer.

In the material world, nothing remains constant; everything undergoes a transformation. No shape is ever replicated, not even two identical snowflakes exist in nature. Change is inherent, necessary for existence, and existence is a continuous renewal. While the content may persist, the form is in a perpetual state of flux. Borjomi is no exception; the visual identity of this life-giving water has experienced a fascinating evolution. Bottles and labels have undergone changes, each era leaving its imprint on the Borjomi bottle. Today, let's delve into this intriguing journey. The original Borjomi bottle marked a unique event – its label was intricately engraved directly on the glass. These bottles hailed from distant Finland, no less. Imagine the logistical challenges and unprofitability of transporting glass bottles from Scandinavia! This prompted the establishment of a glass factory in Borjomi, replacing the white chicken bottles with darker ones. Engravings persisted, and from a contemporary perspective, they exuded elegance.   Labels from that era featured inscriptions like "Ekaterina's source" and "Eugene's source." Evgeny Golovin, the ruler of the Caucasus, and Ekaterina, his daughter, were the namesakes. After Catherine's healing, the ruler, impressed by Borjomi's properties, organized springs and named them. With Borjomi's popularity, the question of export arose. Chemist F. Moldhauser, specially invited, developed a method ensuring that bottled mineral water retained its physical and chemical properties for an extended period. Borjomi transcended imperial borders and entered the foreign market, adorned with fitting labels.   The mineral water quickly gained international recognition, garnering awards in Belgium, Germany, and Russia. Successful exhibition appearances and global acclaim made Borjomi a household name. From the second half of the 20th century, Borjomi became Georgia's iconic representation. At this point, branding interventions became more delicate, and changes to the Borjomi label were executed with great care. All bottle versions maintained a combination of red and blue colors, the iconic Borjomi fountain, and an engraved deer.    While label strokes underwent slight changes, the enduring blue-green color, dubbed "Georgian green," was retained, creating a visually memorable impression imprinted in people's consciousness. Despite unclear inscriptions, the Borjomi bottle made appearances in famous films like Solaris, The Terminal, The Bourne Ultimatum, etc. The collapse of the Soviet Union affected everything, including Borjomi, giving rise to a completely new era for the brand. In 1995, the establishment of the "Georgian Glass & Mineral Water" company took over production, bringing the beloved brand back to the people.   The year 2010 marked a rebranding phase for Borjomi, with changes to the label and bottle shape. As a purveyor of life-expelling harmful substances from the body, Borjomi conveyed the message: "Get rid of excess," resonating globally.   Since 2019, the Borjomi logo has undergone further enhancements, with an updated cap and the introduction of silver accents, emphasizing the brand's premium status. The history of Borjomi can be explored through the QR code on the packaging.   Borjomi continues to evolve, responding to the demands of modern times. The introduction of Borjomi in an aluminum can, especially with the design by David Koma, stands as a testament to this evolution. Therefore, both the interior and exterior of Borjomi are ever-vibrant and updated. It changes shape, transitioning from bottle to bottle, from jar to jar, but the essence remains constant – Juvenal water, brimming with life, a bouquet of minerals from the depths of the earth. Enjoy it!      

You have likely pondered the small yet incredibly diverse nature of Georgia, with each corner boasting distinct characteristics in terms of nature, climate, character, history, scent, and emotion. Here, the most significant contrasts converge: mountains and sea, modernity and antiquity, harshness and gentleness. Let's embark on a journey to explore each corner: Kakheti - a region seen by many, characterized by a fighting spirit and entertainment. It has a historical legacy of repelling enemies and safeguarding the country's independence. The Kakhuri table tradition might be connected to the need for celebration and cheer after battles. When Georgian wine is discussed, Kakheti takes the spotlight. The ancient method of making Kvevri wine, recognized as a UNESCO intangible cultural heritage, originated here. It is one of the oldest winemaking techniques globally, dating back 8,000 years. Kakheti, the center of which is influenced by a royal past, exudes mediocrity, peace, and beauty. It was the throne city of the Kingdom of Kakheti and the residence of Erekle II, a symbol of Georgia's independence. Tusheti - the most inaccessible and untouched, a sacred place of Georgia. The journey to Tusheti is an adventure in itself, with extreme landscapes, invisible mountains, and fields. The road to Tusheti's Piraketa and opposite valleys is equally thrilling, leading to the highest village in Europe at 2345 meters above sea level. Imagine arriving in a valley, isolated and tranquil, after a day full of adrenaline. Against the backdrop of breathtaking mountains, you savor the delicious Tušur Kotor and, before sunrise, drink chondri tea picked from steep rocks. It's akin to the feelings of climbers at Everest base camp. Kartli - a repository of ancient history and archaeological monuments. In Shida Kartli, near Gori, lies Uplistsikhe, an ancient rock-cut city with a disputed purpose among researchers. Legends abound, suggesting it may have been a city of priests or had a portal connecting different dimensions. Another legend proposes that slaves built Uplistsikhe; with gold at one end of the shaft, a slave gained freedom after the weapons wore out. The archaeological site of Dmanis in Kvemo Kartli revealed the oldest hominids living outside of Africa, dating back 1.8 million years. Samtskhe-Javakheti - a symbol of pristine forests and natural waters. Borjom-Kharagauli National Park, one of Europe's largest, is home to rare flora and fauna, some included in Georgia's red list. Borjomi's sulfur pools and mineral water deposits enrich its water with more than 60 unique minerals, beginning its journey from 8,000 meters below the surface. Imereti - a symbol of talent and hospitality. Gelati Monastery in Kutaisi, a UNESCO World Heritage site, stands as a testament to the region's ancient history. Kutaisi is the birthplace of many talented Georgians. Imeruli khachapuri, a symbol of Georgian table, hospitality, and celebrations, is one of the local specialties. Guria - the most delightful, sweet, and lively. Known for unique Georgian folklore, including the incomparable "Krimanchuli" song, Guria's people are not only singers but also possess fast kilos and a great sense of humor. Traveling to Guria means enjoying both nature and folk traditions. Samegrelo - incomparably beautiful and delicious. Nature in Samegrelo is outstanding, featuring majestic Tobavarchkhil lakes, Martvili and Balda Kamkama canyons, and the Kolkheti National Park. Alexandre Dumas praised the beauty of Samegrelo's women, considering them the most beautiful creatures on Earth. The local cuisine, including Megrul Sulguni, Elarji, Gebzhalia, Kharcho, and Megrul spices, offers a feast of flavors. Adjara - two dimensions of Georgia. With both beautiful beaches in places like Batumi, Gonio, Tsikhisdziri, Kvariati, and stunning mountainous landscapes in Khulo, Keda, Beshumi, and Gomarduli, Adjara offers a unique blend of sea and mountain beauty. The region also boasts incredible greenery in protected areas like Kintrish, Ispani, Machakhela Valley, Mtirala National Park, and Batumi Botanical Garden. Svaneti - the treasury of an inflexible, strong country. Characterized by towering mountains and resilient towers, Svaneti's towers, standing against natural calamities and enemies, symbolize the Svan character. The region served as a treasure trove for hiding valuable cultural items during invasions. This overview only scratches the surface of Georgia's myriad attractions. We take pride in "Borjomi," representing Georgia internationally and serving as a symbol of our country for the world.

In an era when the entire world was intricately connected by iron threads, Georgia, too, found itself woven into this transformative tapestry. The nineteenth century witnessed a surge in railway construction throughout the country. Remarkably, amidst challenging terrain, a railway route was unveiled at the turn of the century. In 1902, a specially imported steamer from England set sail from Borjomi to Bakuriani, its resonant voice echoing through the entire Borjomi valley. Locals, associating the sound with that of a cuckoo, affectionately dubbed it "Kukushka." Thus, the connection between Borjomi and Bakuriani was established, and Kukushka evolved into a symbol of adventure's commencement. The small train leaves an indelible impression on all who journey aboard, linking travelers through shared emotions. The enchanting path hidden among the pines serves as the perfect prologue to a fairy-tale adventure. The two-hour journey feels like a prelude to an unforgettable story, heightening anticipation for the unexpected. Inspired by this, the Borjomi New Year's video unfolds, portraying friends leaving a New Year's celebration to embark on a magical adventure after indulging in Borjomi. Just when it seems like all planned endeavors have concluded, the unplanned takes center stage. Miracles cannot be prearranged; they must be embraced and seized. The tale concludes as the protagonists embark on an unexpected journey aboard the suddenly appearing "Kukushka." This underscores that the essence lies not solely in the destination but in the journey itself, in the adventure. Maintaining an inspired mindset along the path leads to continual novelty, perpetual marvels: the night lights mirrored on wet streets, a friend's smile, the air infused with New Year's energy. To grasp these moments necessitates perpetual mindfulness. We implore you to seize the moment; otherwise, eternity remains confined within it. The present is an immense current of life, akin to a concealed cuckoo in a magical forest. To partake in this vital celebration, one must trust and embark on the journey. Immerse yourself in life's energies, becoming a fount of vitality. Who knows? Perhaps, in doing so, you may manifest as a miracle in others' lives, guiding them on their own magical odyssey.