Interview about Avoya Glass Packaging, winner of the A' Packaging Design Award 2025
The Avoya mineral water bottle embodies purity, balance, and renewal. Its sleek, narrowing form enhances ergonomics while symbolizing the fluidity of water. The label features subtle circular icons, representing cycles of renewal and the revitalizing essence of mineral rich water. Crafted from high quality extra flint glass, with turquoise and green tones options, the bottle preserves its premium content while offering a refined aesthetic. The interplay of transparency and light highlights its purity, blending modern elegance with nature’s restorative power.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsFrom a functional perspective, the subtly conical silhouette of the Avoya glass packaging enhances ergonomics by guiding the hand naturally to the center of the bottle. This form makes holding, drinking from, and pouring the bottle easier and more comfortable. In terms of brand storytelling, the gently tapering, unembellished shape is more than just an aesthetic choice, it is a meaningful expression. It reflects Avoya’s core values of elegance, purity, and simplicity. Representing the functional power of minerals, this minimal yet distinctive design becomes a quiet but compelling ambassador of Avoya’s promise.
The Avoya bottle is made from high-quality, 100% recyclable flint glass, a deliberate material choice that directly supports health-conscious consumer preferences. This type of glass stands out for its clarity and for being chemically inert, ensuring no interaction with food or beverages. It aligns perfectly with the expectations of health-oriented consumers by offering a pure, safe, and sustainable packaging solution, free from the harmful contaminants often associated with plastic. From a design perspective, visual clarity and purity were emphasized to reflect the clean and natural quality of the contents. The minimalist, engraving-free form was carefully crafted to convey sophistication while preserving the perception of cleanliness and simplicity.
The integration of circular graphics into the Avoya Glass Packaging label is a direct reflection of the core themes embedded in the brand’s narrative; renewal, continuity, and the natural cycle. These circular elements are not merely decorative, they are intentional visual metaphors that convey the promise of both inner and outer revitalization. Prominently positioned on the main section of the label, the clean and simple renewal symbol reinforces Avoya’s slogan: “Sende bi’ yenilik var” (“There’s a renewal in you”). This visual language emphasizes that Avoya is not just a beverage, but a catalyst for transformation, clarity, and balance. At the center of the circle, vivid imagery of the product’s natural ingredients further strengthens the message of renewal. These carefully selected visuals highlight the purity and functional strength of the contents while providing consumers with clear and transparent information about what they are consuming.
One of the most significant technical challenges we faced while developing the Avoya bottle was achieving a lightweight design that would still meet stringent durability and production criteria. To strike this balance, we adopted a series of innovative, precision-focused solutions. A key step in this process was strategically optimizing the glass distribution throughout the bottle. This was carried out in close collaboration with GCA’s highly experienced production teams and engineers. While the bottle’s gently tapered silhouette offers visual elegance, it also serves a functional purpose in manufacturing: the narrowing form was designed with production-friendly angles that allow for reduced weight while maintaining structural integrity without increasing glass density. Additionally, the relatively narrow shoulder area was shaped to minimize glass usage and enhance production efficiency. The lightweight structure not only offers cost advantages in production and logistics, but also aligns seamlessly with Avoya’s brand philosophy centered on naturalness, purity, and sustainability. As a result, we developed a packaging solution that is both highly competitive in the market and a strong visual and functional expression of the brand’s identity.
The development of the Avoya bottle in three different sizes (20 cl, 25 cl, and 75 cl) and various glass colorations was a strategic decision aimed not only at offering functional variety, but also at enriching the user experience, enhancing shelf presence, and deepening the brand narrative. Each volume was carefully planned to respond to different moments and needs in consumers' lives. The 20 cl and 25 cl bottles are ideal for individual consumption or on-the-go use. The 75 cl medium size was selected for everyday table use or shared drinking occasions. These volume choices were made in line with familiar market formats and with consideration for existing consumer habits. Glass coloration choices were directly aligned with the product’s content and its intended context of use. The Blend Series, which features the natural strength of fruit extracts, is presented in clear flint glass. This transparency reveals the vibrant colors of the real fruit inside, creating a direct and trustworthy visual connection between the consumer and the product. For the classic still mineral water, a traditional deep green glass was chosen. This color references the established aesthetic codes of the category while serving a functional purpose, protecting the contents from light and helping to preserve the mineral integrity. The Signature Series, known for its smooth and lightly sparkling profile, is presented in soft aquamarine-toned glass. This unique hue subtly evokes the product’s connection to nature and the geological richness of its source. At the same time, it delivers a distinctive yet elegant presence on the shelf or table, creating an emotional connection with the consumer.
Sustainability is a core guiding principle in all packaging development processes at the GCA Design Studio. This approach has been instrumental throughout the design of Avoya Glass Packaging—placing environmental sensitivity at the heart of every decision, from material selection and form development to production efficiency and aesthetic choices. Glass, being infinitely recyclable, stands out as an ideal material that serves both environmental responsibility and the principle of circularity. Additionally, to further minimize environmental impact, we implemented a lightweighting strategy for the bottle. Through structural optimization, we reduced the glass weight without compromising durability. By intelligently planning the distribution of glass throughout the bottle, we ensured that less raw material and energy are used in both production and logistics. As a result, we achieved a design with a significantly lower carbon footprint.
One of the most compelling examples is the bottle’s distinctive narrowing silhouette. This form is not only visually elegant and symbolic—evoking renewal, purity, and the natural flow of water—but also highly ergonomic, guiding the hand for a more comfortable grip and precise pour. It demonstrates how sculptural beauty can serve a clear functional purpose. Rather than relying on excessive embellishments, Avoya communicates its premium positioning through transparency and minimalism, aligning with modern consumer values around authenticity and eco-consciousness. Hence, by aligning color, size, and series identity, we created a cohesive yet layered product range that meets varied consumer needs—from everyday hydration to premium gifting—while reinforcing the core values of purity, sustainability, and design excellence that define Avoya. In essence, Avoya doesn’t just look innovative—it works beautifully in the real world. This blend of aesthetic storytelling, user-centered functionality, and production intelligence is precisely what makes it a standout in the eyes of both design juries and conscious consumers.
For us, these concepts are not abstract ideals—they are deeply tied to the origin, purpose, and emotional promise of the product. Avoya is more than just mineral water; it’s a daily ritual of replenishment, clarity, and natural energy. The foundation of this translation lies in the bottle’s sophisticated silhouette—a gracefully narrowing form that evokes the motion of a mineral spring emerging from the earth. This movement isn’t just visual—it’s tactile. When held, the bottle guides the hand naturally, making the act of drinking feel elevated, intuitive, and connected to the body. Finally, we approached sustainability not as an add-on, but as a core expression of renewal. The lightweight structure, recyclable materials, and minimalist label all reflect our belief that true vitality includes respect for the natural cycle—from earth to bottle and back again. In every decision, we asked: Does this form energize? Does it restore? Does it tell the story of nature’s intelligence? With Avoya, we aimed to embody renewal and vitality not just in symbolism, but in every physical and emotional interaction with the product. Every design element, from the carefully chosen glass hues to the tactile feel in hand, was guided by the idea that renewal is not only a function of what’s inside the bottle—but also how it’s experienced visually and physically. Avoya’s form becomes a vessel for both purity and transformation, embodying its premium position through refined elegance through form and detail and purposeful design.
The collaboration between the bottle design and label design teams for Avoya Glass Packaging was a carefully orchestrated partnership that played a pivotal role in achieving a cohesive and elevated final outcome. From the start, both teams worked under a shared creative vision: to reflect purity, renewal, and sophistication not just through isolated elements, but through a seamless, holistic experience. The bottle’s narrowing silhouette provided the structural foundation—a form that conveyed elegance and fluidity. With this in mind, the label design team intentionally crafted visuals that would complement rather than compete with the form, allowing the form to remain dominant while the branding subtly enhanced its story. A key example of this synergy is the integration of circular iconography on the labels—symbols of renewal that echo the soft, clean geometry of the bottle itself. The minimalist typography and intentional use of color were developed to honor the purity of the flint or pale aqua glass, never overpowering its presence but instead amplifying the sense of clarity and balance. Frequent prototyping sessions and cross-disciplinary feedback loops ensured that both structural and graphic elements worked in harmony—from shelf impact to hand feel. This close collaboration resulted in a design that doesn’t just look premium—it feels unified, intentional, and true to Avoya’s brand values at every level.
Avoya Glass Packaging was designed not only as a premium vessel for mineral water, but also as a forward-thinking model for what sustainable packaging can and should be—elegant, efficient, and environmentally responsible. Its innovative features are poised to influence both industry trends and consumer expectations in several meaningful ways. First, Avoya challenges the false dichotomy between sustainability and luxury. By combining lightweight glass engineering with a refined silhouette and premium detailing, it proves that eco-conscious design can enhance—not compromise—aesthetic and functional value. This sets a precedent for brands aiming to reduce material usage and carbon footprint without sacrificing market positioning. Second, Avoya’s minimalist label system showcase a move toward branding through form itself. This reinforces the idea that less can be more, further encouraging refined designs without complex material compositons and pushing the industry toward simplified, solutions that are both premium and planet-friendly. As sustainability becomes a baseline expectation rather than a differentiator, Avoya leads by example—not just responding to eco-conscious consumers, but shaping their standards. Its design encourages the broader market to innovate beyond compliance, toward regenerative, beautiful, and emotionally resonant packaging experiences.
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