Coolture Fruit Water
Awards Central Asia — 2025 /
BRANDING&DESIGN /
Packaging
Agency
VSEBUDET
Client
East Organic Holding JV
Description
SituationThe non-alcoholic beverage market — in Uzbekistan and worldwide — is oversaturated. Dozens of brands and hundreds of SKUs fight for consumer attention every single day. In this constant noise, standing out on the shelf is almost impossible.
Challenge
Enter Coolture — a lightly sparkling fruit water with bold, unconventional flavors. The mission: to build a brand with a name, identity, and packaging design that speaks to everyone — from trend-driven youth to ambitious office workers (core audience: 18–35) — and resonates equally well across
cultures and languages.
Idea
The brand was born from a powerful wordplay:
Coolture = “Culture” + “Cool.”
Culture — the values, habits, and codes that bring people together.
Cool — freshness, freedom, energy, style, and drive.
This double meaning became the foundation of our visual identity.
Forget cliché fruit images — we went for bold typography and
a vibrant flavor palette. The packaging became a graphic manifesto:
striking, modern, and impossible to ignore.
Result
Coolture is not just another drink — it’s a new cultural code in the category.
Currently in its launch phase and gearing up for export, the brand is set to become a fresh and fearless player on the international stage.
Credits
Creative/Art director — Vitaliy KhalzDigital director — Sitora Rahmonova
Copywriter — Yulia Sherbinina
Designer — Max Eminov
Designer — Ivan Vitkovski