Fresca

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FRESCA Design for the times. Remember Fresca? The diet soft drink launched alongside Tab in the late 1960s? Or perhaps you’d have remembered it from Grandma’s house, behind the wood-paneled, Naugahyde-embellished basement bar. At the turn of the 21st century, the brand was all but dead, hard to find in store without a layer of dust on its pop-top lids. Oh what a product, though: a diet that doesn’t scream low-cal, enticing to both genders, complete with a light fruit flavor and a crisp effervescence. A bit of digging found that Fresca was most often consumed right around the happy hour. The design solution leans into a perfect balance of the product’s taste appeals, visually celebrating its unique recipe and attracting a sophisticated crowd. The new design revives an old favorite and makes it chic, tempting a new generation.


Primar y Logo Identity



12oz Cans Primary Packaging


20oz Bottles Primary Packaging


T-Shir t Apparel



12 -Packs Secondary Packaging



Website Digital Media


Beverage Cooler In-store POS


Outdoor Adver tising Out-of-home Marketing


Lifestyle Promotion Marketing Materials


R E S U LT S Sales +30%*

*First 5 months, core flavor alone.



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