Description

Shoro is a food manufacturer from Kyrgyzstan (non-alcoholic national beverages, natural waters, snacks). The company has discovered that Gen Z finds regular water too "boring" to consume.
In order to interest young customers, the manufacturer decided not to go against the flow, but simply added a whole palette of bright flavors to its spring water from the Legend line. This is how sweet drinks appeared — "Legend with flavors".
The brand needed to attract Gen Z's attention to the product by developing a new identity — without betraying the historical design.

Result:
The new identity of the “Legend with Flavors” water line is based on contrasts. The classic label design is combined with avant—garde graphics, traditional ornaments with fluorescent digital colors, and natural motifs with the digital aesthetics of the 2000s. Even fonts break patterns: a font with an unusual tilt to the left is used as an accent font, which stands out especially vividly against the background of the logo made in traditional italics.
Barcodes, identifiers, and other labeling details have become an independent element of the style. With a certain arrangement, you can create a futuristic pattern or frame from them.

Credits

Strategist: Pavel Putintsev
Design Director: Vladislav Derevyannykh
Art Director: Alexey Klimov
Designer: Marat Dzhantuganov
Motion design: Lev Levitan, Ildar Biktimirov
Music by Kadyr Batyrkan