Identity, name, packaging and brand platform for the “Poleno” energy drink

“Poleno” (“Log”) is an energy drink with a Russian character. At the Lebedev Studio the brand was fully created from scratch and prepared for a confident market launch: they came up with the name, developed the brand platform and embodied it in dynamic and lively identity.

The name is close and familiar, yet at the same time strict and serious. The brand is positioned as a drink for those who believe that life is much more than just a series of events. For those who want to know its full richness, to gain vigor and the freedom to act for the sake of new discoveries every day.

The logo is a geometric lettering. The letters with characteristic notches, as if chopped out with an axe, set the overall mood.

Visually, the media are united by a pattern. A linear drawing inspired by the texture of birch bark contains many images in one way or another connected with an active lifestyle.

The drink is poured into white tin cans in the form of small logs: a fragment of the pattern resembles bark, and the green pull tab for opening looks like a little leaf.

The energy drink also has a mascot: a birch log filled with energy and running swiftly about its business. Usually the character does not come to the forefront, but is present in the layouts as a funny easter egg. However, sometimes it plays the main role, for example on souvenir products or merch.