LIMONATI BY BORJOMI - Genuine Georgian Lemonade, Only By Borjomi
“Borjomi” enters a new category of drinks
IDS Borjomi Georgia expands its portfolio and enters the category of sweet carbonated drinks with a range of premium lemonades. LIMONATI BY BORJOMI – is a new innovative product that the Georgian mineral water brand will offer to consumers in the near future. “Lemonade by Borjomi” is made on the basis of mineral water “Borjomi” and Georgian natural fruit juices.
The new Georgian lemonade is bottled in cans, on the design of the packaging worked the Italian branding agency “Pagina”. Four flavors of lemonade - pear, Adjarian mandarin, tarragon and citrus - are presented in cans of corresponding colors. The Borjomi Gorge, Borjomi mineral water and the brand's symbol - deer are combined in the design, along with the ornament, typical for Georgian architecture, in an oval shape. The Georgian-sounding name - LIMONATI by Borjomi, which is written in the international language to popularize the word, was chosen specially.
Ivane Matchavariani, CEO of IDS Borjomi Georgia
“Implementation of innovative projects and portfolio expansion is one of the important directions of our company's long-term strategy. We try to be innovators, on the one hand by introducing innovations, and on the other hand by attracting a completely different, new for us category of consumers. Entering the category of sweet carbonated drinks is not an easy task, as the environment here is quite competitive. However, we believe that “Georgian Lemonade by Borjomi” is distinguished by its ingredients and taste, which determines its success, and we will honorably continue the 100-year tradition of making lemonade in Georgia.”
“Limonati by Borjomi“ is produced at Borjomi bottling plant N2 and along with distribution in Georgia will be exported to European and Central Asian countries. Negotiations with major retail outlets are currently underway. The brand plans a communication campaign and delivery of the new product to the network from the beginning of 2024. As well it will be soon available on the company's online trading platform www.mywatershop.ge.
BORJOMI X DAVID KOMA Borjomi in collaboration with David Koma presents a new, limited edition exclusively for Georgia
Live Water, Live Legend!
On New Year's Eve, Georgian mineral water Borjomi offers the consumers a new, limited-edition packaging of Borjomi can. The new design was created in collaboration with the world-renowned Georgian designer David Koma, exclusively for Georgia.
For the creation of the Borjomi limited-edition packaging David Koma was inspired by the jewelry of King Tamar, the greatest ruler of Georgia.
In this collaboration, the two brands - BORJOMI X DAVID KOMA - wanted to create a visual image reflecting our historical heritage. The packaging of the can of Borjomi uses the traditional Georgian green color of Borjomi, the deer symbol of Borjomi and the sparkling elements characteristic of David Koma.
Vakhtang Antadze, Global Brand Director Borjomi
“Borjomi is a live legend! We are proud of our history of collaboration with many legends, which we continue with David Koma. Borjomi is a visiting card of our country all over the world. David Koma is also introducing Georgia to the world through his work. Borjomi and David Koma are united by their Georgian origins, so we decided to collaborate with him, and within this collaboration David Koma created a design just for Georgia, once again emphasizing the Georgian identity of the brand.”
Irina Keidia, Marketing Director, IDS Borjomi Georgia
”BORJOMI X DAVID KOMA collaboration is symbolic, and I think even more importantly is that - it is a collaboration with a designer who was also born in Georgia and then became known worldwide. David Koma created a limited-edition packaging for Borjomi cans exclusively for Georgia, which are already available on the shelves. Classical elements of Georgian iconography along with the main symbol of Borjomi – a deer were used in the design of the can. Borjomi is an integral part of the holiday and we have made it also a kind of tradition to offer the public a limited-edition packaging on the New Year Eve."
Internationally acclaimed Georgian designer - David Koma, also known as Davit Komakhidze, was born in Tbilisi, Georgia, he currently lives in London. His work has been internationally recognised by the fashion industry for many years. His clearly defined style, sculptural forms inspired by the female silhouette and sophisticated, elegant clothing are the foundations of David Koma's unwavering creativity. After graduating from prestigious fashion university of London - Central Saint Martins, he founded his own brand and has been a member of London Fashion Week ever since. Despite the numerous international recognitions, David Koma keeps close ties with Georgia.
David Koma, Designer
“Borjomi and Georgia are already inseparable. Georgians, no matter where we are and no matter what we create, we always believe that our creation, along with modern challenges, should respond to our identity - where we come from. Although I live abroad, I am a proud Georgian. I consider this cooperation as a special opportunity to return back to my roots. It's also a challenge to contribute designing of a historical product that I have loved for many years.
History of Georgia, folklore and culture have always been a source of my inspiration. This time, the inspiration is the royal jewelry of King Tamar. I often feature crystallized elements in my work, so I thought it would be a natural direction in this case.
I have also heard a legend about a deer who discovered the unique Borjomi water. Therefore, I kept this story in the packaging. Along with the integral symbol of the brand, I used the Georgian green color in the design, which is so abundant in Georgia - even the green forests that reflect the water."
New can of Borjomi 0,33L in volume was produced at Borjomi bottling plant N1. The limited-edition packaging is already available in Georgia.
Borjomi rejuvenates their iconic deer in New Year’s campaign
Let rejuvenation inThe holiday season is famous for the social events, the celebrations and the traditions that make it fun and exciting.
For this year's campaign, Borjomi – the liquid myth from the Georgian underground – chooses to embrace the unexpected wonders of the holidays with a message to Let Rejuvenation In.
The liquid myth from the Georgian mountains is famous for its life-giving qualities. And thus, is the perfect companion for the days that call for extra rejuvenation during the holiday period.
In this setting, “Let Rejuvenation In” invites everyone dealing with holiday preparations to rejuvenate and re-energize to embrace the chaos and enjoy the wonderful nature of the holiday season.
The campaign has been shot in Georgia and is a continuation of Borjomi’s continued efforts to create unexpected and iconic moments across marketing touchpoints. With nods to lifestyle, Georgian nature and the iconic deer, the campaign is an homage to Georgian nature, heritage as well as the new wave of creativity born out of Georgia.
Re-introducing the Borjomi DeerAs legend has it, the mythical spring of Borjomi was discovered by a young deer escaping a pursuing hunter. Fittingly, the key-figure for the campaign is the famous deer that’s been a part of Borjomi’s mythology for years.
To bring the icon into a new realm, the iconic deer has been redesigned and implemented across bottle design, film, and interactive assets. The goal of the campaign is to make the Borjomi Deer synonymous with rejuvenation during the holiday season.
Limited Edition DesignThe campaign also launches this year’s limited edition design. The brand packaging taps into the festive feel of the holidays and draws on the signature Georgian Green and Deep Blue color that defines the brand. The new Limited Design will be available in all stores on December 1st.
All-stars from GeorgiaThe campaign is spearheaded by acclaimed top-model Lika Rigvava, but also features a cohort of additional famous faces from Georgia such as fashion icon Mariam Sanogo and TV personalities Salome Gviniashvili and Bakhva Bregvadze. The film is soundtracked by one of Georgia’s most coveted :)music producers Alexandre Kordzaia aka. Kordz who’s hit “Untitled Fantasy” has been remixed and remastered for the campaign.
Borjomi Revives a Legend! Live Water, Live Legend
The mineral water Borjomi with its 130-year history starts a new campaign, which focuses on the story of the discovery of juvenile, or pristine water. The video clip tells the legend of Borjomi, according to which a deer wounded by hunters was healed by Borjomi unique water.Live water, live legend – that’s the main message of the new communication, as it’s the water that revives the body, mind and soul.
Irina Keidia, brand manager of Borjomi:“The legendary Georgian mineral water Borjomi has quite ambitious global plans, we are developing on export markets in many countries around the world, so in the new communication we decided to focus on the Georgian origin of Borjomi and its unique features. This is why we used the story of the discovery of the juvenile water. It is important to mention that the presentation of the new video clip will firstly take place in Georgia and afterwards it will spread to other countries of the world.”
The video clip was shot by the European creative agency Virtue in Georgia, in particular in the Borjomi Gorge, Martvili Canyon, the fairytale Prometheus Cave and Tbilisi. The main character of the video is the model Lika Rigvava and the designer is Ika Bobokhidze. The brand takes us to the fabulous places of Georgia against the background of music created especially for Borjomi by composer Nikoloz Rachveli and the National Symphony Orchestra.
Nikoloz Rachveli, composer:“I have many interesting memories with Borjomi, which made the process of the work particularly emotional for me. The main task was to show our national identity in a few seconds. I want people living in any country of the world to have an idea of not only Borjomi but the whole country of Georgia as the birthplace of Borjomi after watching this clip. I used a few seconds of Lela Tataraidze’s song “Samshoblo” (“Homeland”) in the first episode of the music piece and I created the second part especially for Borjomi. The symphonic part of the music was recorded by the Georgian National Symphony Orchestra. The electronic part was developed by Giorgi Shamanauri.”
Artistic elements and Georgian symbols were used in the video clip. A special symbol-ornament was created based on the shape of the Bolnisi cross, which is also depicted on the Georgian flag. The symbol-ornament combines the Borjomi spring, the Georgian identity and the deer as a symbol of Borjomi. In order to further emphasize the Georgian identity of the brand on international markets, the communication printed content in “Borjomi” combines the Georgian Mkhedruli font with fonts from different countries.
The new Borjomi commercial will be broadcast on Georgian television and later will be expanded to Europe, Central Asia and the United States.
Many years of research have proven that Borjomi is the water of juvenile origin, which contains over 60 useful minerals. The unique composition and beneficial properties of the water are the basis of the new campaign.