Fresca’s makeover in 2018 has given the brand an expressive new look to stand out on shelf and connect with consumers. The redesign boosted sale of the brand by 30% and won a FAB Award. The success of the Fresca relaunch led to a category blurring Fresca Masterbrand expansion in 2020 with two new sweetness levels and flavors. An evolution to the new brand strategy for Fresca’s drinkers ”Everyday Fancies”.
Led design and worked with Taxi Studio to develop the visual identity system including packaging design, sustaining key visuals, and experiential visual strategy. Worked closely with IMC and Brand partners to serve as a key voice for the brand’s repositioning strategy, digital/social campaign, and content development.
Design Lead: Yiwen Lu
Brand Lead: Kate Carpenter
IMC Lead: Jessica Kalish
Project Manager: Jess Silberstein
Design Agency: Taxi Studio