Zeo adds subtle Russian touches

 In conjunction with the launch of its new Burst, Crush and Zest varieties, Freedrinks Ltd.’s Zeo brand of carbonated soft drinks teamed up with global branding and design agency Blue Marlin to create new packaging for the products. As part of the redesign, the brand added a “stylish boldness” to help the product stand out on the shelf, the company says. The new packaging also incorporates Russian iconography, including a red star on the bottle’s cap and a silhouette of St. Basil’s Cathedral within the barcode, to communicate the brand’s origin, it says. To facilitate mass production, the brand also reduced the bottles’ curves but maintained a subtle twist in the shape, it adds.