Gastro Guide by Borjomi - Identity by Witch&Wizard

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Witch&Wizard is a design studio that started three years ago with just two people. With over a decade in the industry, the team has explored various creative fields - production, photography, and animation - before refining their focus. Today, they help brands find their unique voice in a crowded market, crafting identities that aren’t just visually striking but truly memorable.

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Designing a visual identity that could function across multiple cultures, languages, and teams - that was the real challenge behind the Gastro Guide by Borjomi rebrand. For us at Witch & Wizard, it meant creating a system that felt fresh and ownable while still remaining true to the larger Borjomi universe.

We built the identity around the idea of The Healthy Ritual - a concept broad enough to travel, yet grounded enough to feel personal. Through close collaboration and a few rounds of exploration workshops, symbol testing helped validate early choices. Thanks to open and thoughtful conversations, the core direction came into focus fast.

We created custom logo typography in both English and Georgian, alongside a set of icons and graphic elements, which were inspired by existing Borjomi visuals, but thoughtfully customized to reflect the tone of the Gastro Guide. A unified photo direction tied everything together, bringing consistency without losing local relevance.

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