Natakhtari — Georgian Character, Unexpected Flavours

How can a Georgian soda brand connect with Gen Z while keeping its distinctive character?

This student packaging concept explores a new Natakhtari range built around unexpected flavour pairings: tarragon × passion fruit, Duchess pear × chilli, and cream soda × matcha. The challenge was to give the range a playful, contemporary identity while preserving a visual connection to the parent brand.

At the centre of the design is one expressive character whose gestures tell a different story on each label. A sprig of tarragon between his lips accompanies passion fruit; a startled expression and a burst of flame suggest the heat of chilli; a cloud of matcha powder blown from his palm meets an ice cream cone. The portraits turn flavour combinations into visual jokes, giving each bottle its own personality within a recognisable family.

Black-and-white imagery contrasts with colourful ingredients and saturated green, yellow and pink backgrounds. Condensed typography creates a consistent hierarchy for the flavour names, while the green neck label and ribbon-like wordmark treatment maintain continuity with Natakhtari’s visual identity.

The visual system extends into street posters and lifestyle mockups, placing the proposed range in everyday urban settings. A bottle styled with colourful charms also explores packaging as an accessory and a means of personal expression.

Developed during the “Packaging on the Shelf” packaging design course, under the art direction of Valeria Obrazkova and Daria Bushkina. This is an independent educational concept, not commissioned by Natakhtari.