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New Logo and Packaging for Fresca



Noted May. 9, 2018 by Armin

Industry / Consumer products Tags /


(Launched 1966) “With a unique citrus taste, Fresca is a caffeine-free soft drink for discriminating adults. Fresca was introduced in the United States in 1966 as a calorie-free grapefruit-flavored drink. Its bubbly, crisp, light taste provides a flavorful beverage to consumers who want great citrus taste in a calorie-free soft drink. Fresca is sweetened with sugar in some parts of the world.”

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Related links

Coca-Cola Company press release

Relevant quote
“We realized we’re sitting on a potential goldmine,” Hughes added. “Fresca is a magical brand that, when once people taste and experience, fall in love with. It hits the sweet spot somewhere between a soda and a flavored sparkling water.”

The new artisanal look will also be featured in point-of-sale advertising, and targeted sampling in Millennial hotspots like co-working spaces and college campuses. Fresca, a go-to cocktail mixer for decades, is also exploring partnerships with liquor brands.

Coca-Cola Company press release

Images (opinion after)
New Logo and Packaging for Fresca
New Logo and Packaging for Fresca
Cans with illustrations.
New Logo and Packaging for Fresca
Can IRL.
New Logo and Packaging for Fresca
Sizes available.
New Logo and Packaging for Fresca
New Logo and Packaging for Fresca
Home page banner.

When I was a kid I used to love Fresca — I believe it looked like this at the time — for its grapefruit taste. Then I stopped drinking soda and then Fresca cans turned into a rave-in-a-can design, which is the most recent iteration of the brand; something that feels dated and trying to be way cooler than it is. The new Fresca is expressly aimed at Millennials because, well, that’s the world we live in. The new design is nice-looking on the surface but it’s kind of confusing as to what its vibe is. Is it vintage? Is it modern? Is it vintage-modern? Is it for guys? For girls? Is it an alternative to Sanpellegrino? I mean, it’s a nice design with some pleasing details — logo is good, background pattern is good, little fruit illustrations are good — but it’s unclear what it is or who it is for. If anything, I see my dad being into it and he doesn’t hang out in “Millennial hotspots like co-working spaces and college campuses”.

Thanks to Grant Muma for the tip.

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