With the support of the European Union, Sweden, and Austria, the visual and strategic branding of the Svaneti region has been successfully completed.

After an engaging, lengthy, and eventful two-year process, Svaneti has emerged as a fully prepared brand, poised to establish a prominent presence on the global tourism stage. With a refined concept, Svaneti proudly declares itself as the hidden gem of the mountainous Georgian landscape.

The region offers a stunning environment, enchanting visitors with diverse experiences throughout the four seasons. Complementing its rich culture, steeped in mystique, are the culinary arts and ancient traditions that people have meticulously preserved. These aspects collectively contribute to the region's substantial potential as a tourist destination. Svaneti's strategic and visual brand project also aimed to accurately convey the allure of this remarkable corner of the earth, leaving visitors with high expectations and a yearning to explore.

Establishing an accurate brand expression for the region is crucial in harnessing its tourism potential, ultimately serving the long-term objective of economically empowering the population of Svaneti while ensuring its sustainability.

„This brand alone will allow the residents of Svaneti to increase their activity by at least 1.5 times shortly. It is as if Svaneti has been eagerly anticipating the arrival of this brand and logo for a considerable time," says Mestia Mayor Kapiton Zhorjoliani.

Working on the branding project of Svaneti, with the donors' support, the local consulting agency WATERGUNZ, together with the Finnish company WERKLING, started two years ago with the support of the European Union, Sweden, and Austria within the framework of the GRETA project. The primary objective of managing this process was to achieve two simultaneous goals: harnessing the knowledge and expertise of accomplished international experts for this significant project while ensuring the active participation of local experts, the Svaneti Destination Management Organization (DMO), and the region's population. The aim was to create a flawless brand in every aspect. WERKLING, a highly successful Finnish company with extensive experience in branding, was selected for this project, drawing on their prior work on the Helsinki Branding Project.

The initial phase of Svaneti's branding began with an intensive research process. Georgian and Finnish agency representatives conducted various meetings with locals and all stakeholders. They delved deep into the distinct characteristics of Svans culture and sought the perspectives of the local community on important matters. In addition, they studied ancient Svan myths and stories, which generations have passed down orally, often in the form of legends and myths.

The mayor of Mestia, Kapiton Zhorzholiani, recalls the episode of the period of working on the visual expression component of the brand as follows:

- “During the research phase, the representatives of the agencies posed a question to me, asking how I envision the colour of Svaneti.

My answer was that I couldn't envision Svaneti using just one colour. Its expression can be black and white, but it has greater depths. It should be represented in various colours because the nature of Svaneti is diverse, such is its rich and deep character.”

After extensive research and preliminary work, the project team developed a captivating visual expression that fully encapsulated the key findings. The brand concept skillfully incorporates the colours representing all four seasons of Svaneti. Additionally, the visual elements of the branding take inspiration from the colour palette and texture found in the ancient Adysh Gospels, which the Mestia Museum preserves.

The visuals encompass various components, such as the vibrant elements of Svaneti's breathtaking nature, the iconic symbol of Svan architecture—the tower—and the majestic rising sun. Furthermore, the logo features Borjgali, a central figure in Svan myths and a significant symbol of the sun and eternity in Georgian culture. Within the context of the logo, Borjgali symbolises the exploration of one's individuality and the pursuit of harmony.

According to Bacho Meburishvili, the WATERGUNZ agency's founder, the brand's visual expression is connected to the brand's content strategy.

“One integral part of the brand strategy is that the Svan people themselves are the carriers of all the knowledge accumulated in Svaneti. It is as if they are the ideological guardians of this knowledge, who carry all this in their heads. To truly comprehend this knowledge, one must earn their trust and embrace their values. By experiencing and witnessing this brand, individuals will realise that there exists a place in the world where they can immerse themselves in genuine, authentic emotions.”

As part of the project, the consulting agency WATERGUNZ, in collaboration with its partners, undertook the development of the corporate style for Svaneti. This encompassed creating an emotional expression map that effectively integrates the region's core traditions, distinctive landscapes, and legendary figures. The Emotional Map is a valuable tool, making it effortless for visitors to immerse themselves in the cultural nuances of Svaneti.

Representatives and experts from branding agencies firmly believe in the immense potential of Svaneti's visual and strategic branding. It is expected to significantly facilitate local entrepreneurs and small business owners in enhancing the appeal and accessibility of their establishments to both domestic and international guests visiting Svaneti.

Managing partner of BRANDING.GE, Levan Koberidze says:

“Svaneti has the potential to show in a very short time what branding of the region can do. This is a very complex approach to all the issues that Svaneti should use for development, economic growth, and attracting more tourists and investors. This is precisely what Svaneti's branding embodies, making the targeted support from Sweden and Austria of the European Union highly appropriate. I am sure that the people of Svaneti will soon experience tangible results, leading to improved well-being.”

Beyond the economic advantages that branding can bring to the region, the visual and strategic branding of Svaneti will facilitate a comprehensive understanding of Svaneti's emotional and content-rich potential for both Georgian and foreign tourists.

As of now, the Svaneti brand, developed through the collaborative efforts of the European Union, Austria, and Sweden, has been officially transferred to the Svaneti Destination Management Organization (DMO). Under the guidance and coordination of the Svaneti DMO, the strategic concept and visual representation of the Svaneti brand are already actively employed.

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Project GRETA | "Green Economy: Sustainable Mountain Tourism and Organic Agriculture" is implemented by the Austria Development Agency in Georgia with the support of the European Union, Austria, and Sweden. The project aims to improve the business environment and create new income opportunities in two important sectors of the Georgian economy, mountain tourism and organic agriculture. More information on the GRETA project: www.gretaproject.ge  

This material has been produced with the assistance of the European Union, Sweden, and Austria, within the framework of the GRETA project. Its contents are the sole responsibility of the Austrian Development Agency (ADA) and do not necessarily reflect the views of the European Union, Sweden, or Austria.