Aston — Naming and Packaging Design for Kitchen Appliances

The company approached us with the ambition of becoming the first brand in Uzbekistan to build a full-fledged identity in the niche of electric water boilers and other stainless steel kitchen appliances.

Our agency, Minim, was tasked with:
• developing a catchy and memorable naming,
• creating a modern logo,
• designing packaging for the boilers.

We studied the market and discovered:
• most manufacturers in this category lack a distinctive brand identity,
• packaging is treated formally and not used as a sales tool,
• buyers do not perceive the product as having a “face,” even when quality is high.

Naming
The client wanted the name to be easy to pronounce, resonant, and memorable. We focused on sound rather than direct meaning.

This is how the name Aston was born:
• a toponym that evokes associations with Europe and international quality,
• it sounds prestigious, technological, and is easy on the ear,
• perfectly suited for stainless steel and kitchen appliance products.

Logo
We created a modern, minimalist logo:
• emphasizing the technological character and reliability of the brand,
• working seamlessly on packaging and on the metallic surfaces of products.

Packaging Design
The Aston packaging communicates all key product benefits in a clear, accessible way:
• visually clean and modern style,
• high-quality product photography,
• intuitive graphic elements highlighting functionality and value.

The black background reinforces a sense of technology and premium positioning, while bright red-pink accents make the brand stand out among competitors.

Aston became one of the first brands in its niche with a complete identity and modern packaging.

Today, Aston products are widely used in teahouses, restaurants, and food service points across Tashkent and other cities of Uzbekistan.
The brand has established itself as a reliable and modern player, with packaging serving as a key tool for driving sales and strengthening recognition.