Кейс
Legend. Every drop is legendary
- Бренд
- LEGEND
- Рекламируемый продукт
- Legend water
Проблема
Uzbekistan’s bottled water market is expanding rapidly, fueled by a hot climate, population growth, and a shift toward healthier hydration. Yet with this growth came clutter:
•Overcrowded shelves where dozens of local and international brands all promise the same — “purity” and “freshness.”
•Still water dominates everyday consumption, but lacks differentiation and is seen as generic.
•Sparkling water is the fastest-growing segment (+35% YoY in 2024), yet mainly led by imports and premium global brands.
•Regulations (TR 861, O’zDSt standards, mandatory digital labeling) raise barriers and force changes in packaging and logistics.
For consumers, the choice often narrowed down to faceless PET bottles or costly imports with little cultural relevance.
Решение
Legend was launched as a brand with a cultural soul — blending heritage and modernity.
•Visual identity: centered on a stylized dome inspired by Samarkand, Khiva, and Bukhara — a bridge between tradition and today’s lifestyle.
•Color palette: deep blue (trust, purity), turquoise gradients (freshness, dynamism), golden accents (value, culture), white (clarity, balance).
•Product portfolio: two lines — still water for everyday hydration and sparkling water for the fast-growing refreshment segment.
•Packaging: PET for mass retail, glass for HoReCa and premium channels; fully compliant with TR 861, O’zDSt, and digital labeling requirements.
The brand promise is captured in the line: Every drop is legendary.
Результаты
Legend entered the market as a recognizable and culturally relevant brand:
•Stood out on shelves with symbolic design and premium cues, while remaining price-accessible.
•Offered a local alternative to premium imports — rooted in heritage, yet speaking the language of modern design.
•Built trust through regulatory compliance and packaging innovation.
•Established a scalable platform: still water for households and offices, sparkling water for HoReCa and impulse occasions.
Impact: Legend turned water from a commodity into a story of roots flowing into the future — showing that in Uzbekistan, even water can carry meaning.