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!      

The Borjomi Digital Museum stands as one of the pioneer virtual museums in Georgia, offering a unique experience that has no parallel. It serves as a conduit between the past and the present, providing insights into the origin, evolution, and contemporary significance of Borjomi. This digital museum seamlessly integrates modern technology with captivating storytelling, overcoming the barriers of physical distance. It invites you to embark on a journey through the captivating history and culture of Borjomi from any corner of the world. Navigating the virtual realm of Borjomi is intuitive, facilitated by keyboard arrows. Clicking on the presented screens reveals a wealth of information. At the heart of the museum, you'll encounter the inaugural Borjomi bottling factory and the iconic symbol of the brand—the deer. From the veranda, enjoy a splendid view of Borjomi's forests, and with a simple cursor movement, step outside the museum to stroll through the enchanting forest. Here, delve into the famous legend recounting the discovery of Borjomi water—the miraculous healing of a wounded deer and the hunter who, having experienced this miracle, shared the life-giving power of the water with the world. Explore the historical use of water dating back to the first millennium AD, its unfortunate neglect due to wars, and its rediscovery in 1829. Witness the establishment of a mineral water park and the construction of the first bottling plant in 25 years. The museum proudly showcases awards received over the years, reflecting Europe's astonishment at Borjomi's debut in the early 20th century. Discover that Borjomi was a haven for local and foreign artists at the turn of the 19th-20th centuries, inspiring figures such as Grigol Orbeliani, Akaki Tsereteli, Petr Tchaikovsky, Frederic Dubois de Montperre, Joseph Charlemagne, and others. Tchaikovsky himself expressed profound admiration for Borjomi, shedding tears of joy at its beauty. Explore the evolution of Borjomi's advertising, branding, labels, and bottles, and learn about chemist F. Moldenhauer's method, preserving Borjomi's beneficial properties in bottled form. Discover fascinating anecdotes, such as Winston Churchill consistently having Borjomi on his table during visits to the Soviet Union and Yuri Gagarin's post-space-landing request for Borjomi. Despite opposition, director Andrei Tarkovsky defiantly displayed the true Borjomi label in shots depicting the distant future during the filming of "Solaris." The virtual museum also unveils Borjomi's cameo appearances in Hollywood movies, adding a surprising touch to its rich history and development. Delve into the intricacies of Borjomi's production, emphasizing the natural underground processes and the responsible sourcing of naturally renewable water. In the late 20th century, Borjomi's origin gained prominence as a national treasure, and today it symbolizes Georgian identity across more than 40 countries worldwide. The Borjomi Digital Museum holds immense significance, offering an innovative and interactive approach to education, culture, and tourism. The knowledge acquired transforms seemingly ordinary mineral water into an extraordinary experience, allowing you to grasp the millennia-old history, healing properties, and vital minerals sourced from depths of 8,000 meters. Embark on this captivating journey of discovery by visiting the museum's website.

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.

Although the birth of Borjomi may have been accompanied by sparkles, it flowed quietly in the forest for a long time. Only a few people knew its legend and savored the juvenile energy it offered.   Archaeological excavations have unearthed stone baths, bearing witness to the use of this juvenile water thousands of years ago, not just for drinking but also for other purposes. It's often said that in life, one is born twice.   In the case of Borjomi, the bouquet of life whispered quietly, drawing the attention of an entire empire over the course of a century. In the nineteenth century, it gained such renown that even the ruler of the time, Yevgeny Golovin, sent his own daughter for treatment. The nature of Ekaterina's ailment remains unknown, but it's a fact that Borjomi healed her like a wounded deer. The first spring emerged, known as Ekaterina's Spring, marking the beginning of Borjomi's second birth. As time passed, the water continued to flow. Rulers changed, but Borjomi remained constant. Consequently, their interest never waned. Golovin was succeeded by Vorontsov, Vorontsov by Romanov.   Both rulers liked Borjomi's water and the natural surroundings so much that they chose it as their summer residence. They constructed houses, baths, and hotels. The hotel names of that era reflected Borjomi's European-style resort status, including places like Marseille and Berlin. Borjomi became a gathering place for salon conversations, poets, artists, lovers, and aristocrats. Soon, they began bottling the water. Initially, this was done by hand, and glass bottles were crafted manually. However, over time, mechanization took over, and by 1900, Borjomi was even being exported. By 1913, production had exceeded 9 million bottles. Everyone unanimously agreed that water with such exceptional characteristics could not be found anywhere else in the world. Then came the era of the Soviet Union, and Borjomi effortlessly made its mark on the USSR. It was omnipresent—at banquets, weddings, birthdays, in theaters, opera houses, cinemas, and even during historical moments where the fate of the planet was decided. Borjomi bore witness to it all and was an observer of everything. It was even sold in the United States during the Cold War era, breaking through the iron curtain.   Mother nature doesn't discriminate among her children; she nurtures everyone equally, infusing them with life in the same way. Borjomi embodies this unconditional love of mother nature, like a genie trapped in a bottle. Despite numerous attempts, Borjomi has never lost its Georgian identity. It has remained a symbol of Georgian culture, encompassing dance, song, nature, unique cuisine, and hospitality. It represents the tangible side of Georgia's intangible wealth. Its connection to the Georgian land, both figuratively and literally, is so profound that breaking this bond is nearly impossible. One could say that Borjomi has traversed this lengthy journey of self-discovery alongside Georgia. Discovering oneself isn't a complicated process; it entails shedding what doesn't belong to you, what has been imposed from the outside. What remains is your true essence. And when you stand on that foundation, you become strong because it's the eternal part of you, something that no one and nothing can ever take away.   The incorporation of Georgian ornaments into Borjomi's visual identity further intertwines this juvenile water with its homeland. In general, assigning geometric figures to any specific ethnic culture can be challenging.   Carl Gustav Jung made an interesting observation when he realized that the sketches he made in his youth resembled the drawings of Australian aborigines. This led to his discovery of what he called the collective unconscious. Indeed, geometry is a universal language, and these forms lie deep within the collective unconscious. However, when they surface, they pass through the prism of individual consciousness and take on local nuances. Georgian ornaments are no exception. They originate from the collective unconscious but are transformed by the Georgian spirit, much like Borjomi itself. Born from the depths of the earth, they are molded within the Georgian soul.

Water possesses memory, retaining information and recounting tales. This phenomenon has piqued the interest of not only folklore and romantic poets but also scientists. The primary objective of our recent campaign was to share the captivating story of Borjomi water with our international friends. There is an abundance of narratives to unveil. It journeys from volcanic rocks to mountain crevices, descending to depths of 8,000 meters. Along the way, it accumulates over 60 elements, merges with other waters, and brings the Earth's warmth to us. It's no miracle, so why keep this narrative to ourselves? Despite its diverse adventures, we've discovered that Borjomi has never divulged its own enchanting origins. Perhaps it's unspoken, but conveying this essence to people demands great concentration and effort. With this mindset, we conceived a campaign known as "The Revival of the Legend of Borjomi." It was challenging, but our love for sharing our unique culture with foreign friends knows no bounds, even when obstacles loom large.     The principles inscribed on the emerald tablets – "As above, so below" – held true here as well. Crafting a new campaign mirrored the process of Borjomi's formation, involving the fusion of over 60 elements: Musicians, dancers, copywriters, cameramen, directors, producers, designers, actors... They blended like minerals in the Earth's crust, each contributing their best qualities to breathe life into the legend, much like Borjomi itself. The result is a campaign as distinctive and multifaceted as Borjomi. Perhaps this is the essence of our country's potential – to forge something novel by amalgamating numerous elements, capable of astonishing the world. This endeavor was colossal, spanning from Ukraine to Kazakhstan and encompassing multiple countries concurrently. The Borjomi narrative permeated all channels, digital and non-digital alike. The deer, the hunter, the forest, the song, the dance, all came to life, perhaps kindled by the vivacity of the water's gurgling. Emerging from the Earth's core, Tina Dalakishvili shared confidences with renowned figures from different nations. Our remarkable cultural tale resonated deeply with many hearts, delivered with precision akin to acrobatics. There's no need for words; witness the ring and the creative process firsthand. However, there's one condition: make sure to impart this to your foreign friends. This achievement isn't solely Borjomi's; it's a credit to everyone who danced, sang, fought, baked khachapuri, laughed, cried, washed shoes, drained wine, knitted socks, and hunted. Without their unseen efforts, this campaign wouldn't be possible. It may sound clichéd, but it's undeniably true. The entire country stands united behind this endeavor. Our overarching goal was to demonstrate that Borjomi is a testament to our nation's immense wealth. Indeed, the Earth has a memory, and Borjomi remembers all that transpired on its surface and all that is yet to come. So, in a single drop, centuries of history converge.