ERMAK, one of Uzbekistan’s largest snack makers, decided to expand its portfolio with a range of premium natural juices. The new product’s defining feature is a completely natural recipe with no added sugar or preservatives, made only from select fruit.

We were asked to create every element of the new brand, from the name and slogan to the brand identity and packaging design. The packaging had to reflect the product’s high quality and set it apart from competitors by emphasizing its natural, clean ingredients.

The brand concept is built around the idea of “new naturalness.” We wanted to make clear that this is the honest, genuine taste of fruit with nothing unnecessary added. “New naturalness” means more than the absence of preservatives and sugar: it is sincerity in every sip. For the name we chose Asil, Uzbek for “genuine,” a word that captures the essence of the product perfectly.

The packaging design covered everything from the bottle shape to the food zone and the fruit illustrations. The bottle form follows the idea of naturalness and purity: it is a classic carafe, the shape traditionally used to serve natural drinks.

The food zone on the label shows a fruit with one segment lifted to reveal the rich flesh inside, a sign of the product’s freshness and naturalness. The packaging design as a whole is built to make the purity of the ingredients visible.

The fruit in the food zone is rendered in fine detail, yet the style stays minimal and modern so the pack never feels busy. Rich fruit colors and transparent elements express the brand concept and draw attention to the absence of artificial additives. Key visuals with simple but striking images of fruit and water reinforce the core idea of the brand: natural, fresh, honest ingredients.

In the logo, the “a” in Asil continues the shape of the fruit and carries a small leaf, a symbol of freshness and naturalness. This detail became the brand’s signature, underlining the product’s high quality and purity.

Asil launched successfully in time for the season, and its clean, appealing packaging gave it a distinct position in the market. On the shelf, the product stands out for its naturalness and simplicity and reflects the brand’s core values: quality, honesty and freshness. The packaging and visual identity support the concept effectively, and the name Asil has come to stand for authenticity and naturalness.