November 17th, 2025
Founded in 2016 by entrepreneur Huib van Bockel after a career in big-energy-drink marketing, the TENZING drew inspiration from a traditional Sherpa brew used in the Himalayas.
On a trek through the iconic mountains of Nepal, Huib took in more than just natural beauty. Through these physically demanding adventures, Huib, like many who hike this vase terrain, pondered the incredible strength and energy of the mountain’s Sherpa climbers. For Huib this lead to the discovery of the simple, plant-based teas these incredible people have used to sustain themselves at altitude through the ages.
Inspiring brand identity
From this insight Huib envisioned an energy drink that would be clean, natural and honour the spirit of exploration. He named this product after mountaineering legend Tenzing Norgay. Whose legacy of adventure, ambition and respect for nature became embedded in the brand identity.
This narrative and identity expresses a clear brand personality. TENZING are active, adventurous, genuine and connected to nature. They emphasise real ingredients, honest claims and an authentic tone of voice. Even their recipe speaks to this character. Combining natural caffeine from green coffee and guayusa, green tea extract, Himalayan rock salt for electrolytes and botanicals like Indian gooseberry. Less sugar, no artificial additives, a formula that invites “energy from nature”. Made for outdoor lovers, conscious consumers and those who want energy without an artificial spike and crash.
Responsible inside and out
What is particularly compelling about this brand, is how their responsible initiatives and values align so clearly with their personality and origins.
Since the beginning, TENZING has been committed to sustainability, transparency and doing more than just selling cans. They have established themselves as the world’s first carbon-negative energy drink. This means they offset more CO₂ than the entire operation emits!
In addition to their products responsibility, the cans themselves are made from 100% recyclable aluminium. Sourcing of ingredients like guayusa and green coffee, which ensured partnerships with farming communities and ethical supply chains. The brand even supports environmental projects tied to its sourcing regions. These include wind energy projects in India and rainforest protection in Brazil, helping in tackling the climate crisis and deforestation at the source.
Moreover, this adventurous brand identity, their Sherpa inspiration, the mountain peaks and the promise of naturally sourced energy; reflects alignment between purpose, product and consumer lifestyle.
In everything TENZING does, you can trace the line from personality through to action. The packaging design uses bold mountain-inspired visuals and natural colour palettes to reinforce their messaging and identity.
Created by Jessica Marwood.
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