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The client approached us with the challenge of launching a new line of ready-to-drink iced teas in Kyrgyzstan. The product needed a distinctive brand name, strong identity, and eye-catching packaging to compete with international and local players. With five different fruit flavors planned from the start, it was important to develop a name and visual system that would allow for clear differentiation, while remaining cohesive across the entire range. The packaging also had to work equally well on both 0.5L and 1.0L bottle formats, which meant vertical layout and maximum clarity were essential.

This was a long-term collaboration that lasted over a year. The project included several stages: naming, logo development, visual testing, creation of packaging for multiple SKUs, and later — the design of promotional materials and advertising for the launch campaign.

Solution
We developed the brand name BESH, which means “five” in Kyrgyz — a direct reference to the five flavors in the lineup. The name is short, bold, and easy to place vertically on narrow bottles. Phonetically, it echoes “Bish,” the colloquial nickname for Bishkek, connecting the brand with local identity and youth culture. The English tagline “High Five” adds a friendly, international twist and reinforces the play on the number five.

The visual identity is bright, dynamic, and modern. Each flavor is associated with a vivid color palette and a unique abstract pattern inspired by swirling tea and fruit aromas. The logo itself is minimalistic and confident — a black-and-white block with clean typography, ensuring excellent contrast and readability. On the peach flavor, shown here, warm gradients, playful curves, and fluid lines create a strong shelf presence and a feeling of freshness, movement, and energy.

Result
The BESH identity is fresh, youthful, and memorable. The design system allows for consistent branding across all SKUs while giving each flavor its own visual personality. The branding was successfully extended to advertising, social media, and POS materials, helping the brand establish itself as a standout new entry in the local beverage market. With its combination of cultural relevance and bold design, BESH confidently positions itself as a modern Kyrgyz brand ready to grow both locally and internationally.