TENZING | STUDIO NARI

Transforming functional energy into a culturally relevant brand

The Challenge

Tenzing entered a growing natural energy category dominated by functional claims, artificial ingredients and performance-led signalling. While the product itself stood apart, plant-based and rooted in real energy rather than shortcuts, the brand’s expression did not yet reflect that difference at scale.

The business had a clear ethos and loyal following, but lacked a coherent brand world that could translate its values into something people could feel, recognise and rally behind. To compete with established players and grow its footprint, Tenzing needed to move beyond explaining what it was and start defining what it stood for.

The challenge was not awareness. It was cultural relevance.

Strategy

We repositioned Tenzing around a simple but powerful belief: Good Energy

Rather than framing energy as a functional boost, we grounded the strategy in how energy is actually experienced day to day. How people live, move, connect and sustain themselves. This reframing transformed the brand’s long-standing sentiment, “Life’s too good for bad energy”, into a strategic foundation that could guide behaviour, language and expression.

Good energy became Tenzing’s emotional operating system. A belief that connects product benefit to human experience, allowing the brand to speak with warmth, confidence and cultural relevance rather than technical claims.

Approach

To bring this strategy to life, we built a brand system that balances clarity with humanity.

The visual identity combines bold graphic structure with approachable warmth, creating a presence that feels confident without being aggressive. Motion and imagery draw on real moments of human energy, reinforcing participation rather than performance. The brand voice was calibrated to feel optimistic, grounded and direct, avoiding the extremes of preachy wellness or high-octane hype.

Every element of the system was designed to be flexible and usable across environments, enabling the brand to show up consistently while adapting to different contexts and moments of engagement.

The result is a brand that feels lived, not declared.

Outcome

Tenzing now operates with a brand that reflects its purpose and its people. The work shifted the brand from functional differentiation to cultural relevance, giving it a clear position in a crowded category and the confidence to scale.

The refreshed identity supports consistency across retail, digital and campaign environments without losing warmth or intent. It allows the brand to show up with clarity and momentum, grounded in a belief people can recognise and participate in. Since the repositioning, Tenzing has secured investment from Heineken, marking a significant step in its growth and signalling confidence in the brand’s long-term potential within the UK energy market.

This was not a cosmetic update. It was a move from product-led messaging to a brand capable of holding cultural meaning as the category continues to grow.