Tea for the Enlightened: New Brand ZENO x UPRISE

Background
Napitki Vmeste, a leading brewer and a leading player in the Russian soft drinks industry, decided to diversify its brand portfolio and strengthen its presence in the non-alcoholic beverage category. As part of this effort, the idea emerged to launch a new brand of iced tea with B vitamins.

The concept is based on the demand for a drink that combines naturalness, functionality, and emotional appeal to consumers. The brand’s key target audience is primarily urban women focused on inner balance and harmony, practicing yoga and spiritual practices. The wide range of iced teas features vibrant flavors: black tea with lemon, green tea, and cherry-peach.

Zeno became the first Russian FMCG brand to fly into space, which, according to Brand Director Maxim Popov, demonstrates an innovative approach and symbolizes the “dispensation of Zen” from space.

Challenge
To create a unique, memorable brand that would become one of the top three iced teas in Russia within three years. A complete brand package was required, including positioning, naming, packaging design, and key visuals.

Solution
The UPRISE agency was inspired by the concept of Zen and the idea of ​​harmony with nature. ZENO creates harmony even in a chaotic world. This moment of grounding, a moment of solitude, when the world around you pauses. The soft and smooth pronunciation of the word ZENO (derived from ZEN) has become a symbol of Zen philosophy with a bell-like sound, while the minimalist and transparent packaging emphasizes the product’s purity.

Using Japanese-style calligraphy and natural motifs—the logo is set against a background of tea leaves—the UPRISE team created a visual concept that conveys calm and naturalness.

In developing the KB, the key element was the logo’s letter “O”—a circle, a symbol of integrity and completeness. This image was complemented by natural motifs—a sunrise landscape of a tea plantation—and the slogan “Taste Zen.”

Smart branding allowed ZENO to stand out on the shelf in the busy, busy iced tea category and attract the attention of its target audience.