FRESCA

Problem
Fresca has a strong and recognizable visual identity, but its social presence felt underutilized and disconnected from everyday cultural moments. Engagement lacked energy, and the brand wasn’t fully tapping into its potential to connect with a younger, more diverse audience.

Approach
Rather than redesigning the brand, I focused on evolving its existing identity by introducing a more human, sensory driven perspective. I also explored how the word “Fresca” and its Latin roots could create a stronger cultural connection, particularly with Hispanic audiences.

Execution
Developed a series of visuals centered around texture, color, and sensory moments. Elements like condensation, liquid, skin, and fruit were used to amplify freshness and summer energy, while placing the product in relatable, everyday scenarios.

Result
The project offers a more vibrant, culturally relevant direction for the brand, making it feel more present in daily life while maintaining its clean, iconic aesthetic.