Uzagrostar

By decree of the President, the UzAgroStar holding was created. Its mission is to centrally bring Uzbek agricultural products to the world market not as raw materials, but as finished products with added value. The strategy is based on a change in role: from a supplier of raw materials to a creator of national brands with high value for export markets.

To achieve this goal, UzAgroStar approached us to create a packaging design that was not just a shell, but a system capable of taking Uzbek products to a new level.

Insight
When we studied foreigners' perceptions of the country, one image came up more often than others: arches. They have become a visual symbol of Uzbekistan, but they are too universal in themselves - arches can be found in other parts of Asia. 

Then we decided to fill them with unique Uzbek codes: we added a lion from the Sherdor Madrasah and a Simurg bird from the Nodir Devonbegi Madrasah to the structure of the arches. These details immediately make the image authentic and unmistakably read as "Uzbek".

Design concept
We chose the metaphor of mail. Each package is like a parcel from Uzbekistan sent to the world. Stamps, handwritten inscriptions, and the “Hand Picked” label create a sense of authenticity. The packaging becomes a guide — it carries not only the product, but also the culture of Uzbekistan to different corners of the world.

This is not just graphics, but a complete system that turns products into a national brand: recognizable within the country and competitive in the global market.

Why is this important?
• From raw materials to brand — transformation of the export model in favor of value-added products.
• Unique code — the arch combined with national symbols forms a visual identity, enshrined in cultural DNA.

• Emotional metaphor – packaging as a postage stamp: a simple but powerful idea that connects export and culture.

Postmarked by Nature, Signed by Uzbekistan – each package can be perceived as a letter that is just beginning its journey into the world…