Coolture Fruit Water

Situation

The 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.