CHILLA is a beer brand that, starting with its name, embodies the hot Uzbek summer. It is the first true Uzbek lager with an authentic local name, so the packaging had to capture the atmosphere of Uzbekistan and stand out from everything else on the shelf. We focused on the brand’s authenticity and distinctiveness, and on a design that reflects the refreshing character of a beer made for hot weather.

In Uzbekistan, the peak of summer heat is called chilla. The word is a vivid nod to peak beer season, and it was the name the client brought to us for the new brand. This pale lager comes in clear bottles, so we made a white sun the brand symbol. Combined with the color of the lager, it creates the familiar palette of a frothy beer and conveys the fierce summer heat.

The packaging aims for a look that is light yet bold and memorable. The top of the bottle carries a bright red neck label with the brand line “locally brewed,” which signals local origin and puts the emphasis on quality. This simple but meaningful detail tells buyers they are getting a genuine Uzbek product, made with local traditions and tastes in mind.

The white sun is the centerpiece of the design, appearing on both the bottle and the neck label and giving the product a recognizable symbol. We finished it off with a logo set in a display typeface.

The result is light, characterful packaging that suits CHILLA perfectly, a refreshing beer ready to become a fixture of every summer party.