Mineral water Borjomi is a pure Georgian brand. It has been around for 125 years and has managed to become an integral part of our family diet.

In Fall 2013, we decided to make that connection more visible by helping people celebrate their own family heritage. We created familytree.ge — a social network of family ties where users could create a comprehensive family tree and browse family trees of their Facebook friends. They could add anyone they considered a part of their family – their cousins, grandparents, close friends, distant relatives, Adam, Eve, or even Batman himself. Full Facebook access made it easier to identify existing relatives and find new ones. Additional features allowed users to stylize their family trees, add a family coat of arms and create custom covers. However, on each tree there was a special place reserved for a bottle of Borjomi, one of the oldest and closest members of Georgian families.

Family Tree app revitalized the traditional image of Borjomi and tied it to one of the most beloved social institutions – family. Ease-of-use and convenience of the app constituted the major appeal of the application. Moreover it gave the users the ability to discover the families of their friends and create new family ties with people they loved or respected.

The app warmed the hearts of around 8'000 users. 14'195 relatives were added to the trees in total with 800 profile photos uploaded to our servers.

Family Tree for IDS Borjomi International

Voyage Crew:

Creative Direction: Vito Avaliani.

Art Direction: Lasha Simonishvili.

Development: Giorgi Maisuradze.

Account Management: Giorgi Burchuladze.

Social Media Management: Nino Sujashvili.