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Nº 13 F&B / Beverage 2022

Fresca Juices

Visual program for a cold-pressed juice line — flavor-led tile system, packaging direction and a retail and digital kit that earned a second look on the shelf.

Role

Account Lead, Packaging Direction, Visual Identity

Year

2022

Location

Delhi, IN

Timeline

6 weeks

Fresca Juices — orange flavor tile.
F&B / Beverage · Hero Fresca Juices
§ 01 · Challenge

The brief.

Fresca was bringing a cold-pressed juice line into a category where the shelf is loud and the audience is skeptical of every health claim. The brief was a visual program that read as natural and orchard-fresh on a retail shelf and on a small mobile screen — without leaning on the genre's tired greens-and-leaves shorthand.

The harder problem was that the juices had to read as different from one another while still feeling like one brand. A consumer scanning the shelf needed to spot Lime, Litchi, Pomegranate or Mango in a single glance, with no name on the cap.

Fresca — Lime Juice tile, Order Now lockup with whole lime and slice composition.
Lime · Tile Fresca Juices
Fresca — Litchi Juice tile, Order Now lockup with halved litchi composition.
Litchi · Tile Fresca Juices
Fresca — Mango Juice tile, Order Now lockup with whole and sliced mango.
Mango · Tile Fresca Juices
Fresca — Pomegranate variant on a deep red gradient with cropped FRESCA JUICE type wall.
Pomegranate · Type Wall Fresca Juices
Fresca — Lime variant on a saturated green gradient with cropped FRESCA JUICE type wall.
Lime · Type Wall Fresca Juices
§ 02 · Approach

The work.

We built a flavor-led tile system — one bold color and one hero ingredient per SKU, photographed close enough that the fruit did the work the copy didn't have to. Each visual locked a single dominant tone so the line read as a color-bar across a shelf or feed.

We built one bold color and one hero ingredient per SKU, photographed close enough that the fruit did the work the copy didn't have to — so a buyer could spot Lime, Litchi, Pomegranate or Mango at a glance without ever reading a cap. The same kit was built to extend cleanly to retail collateral, social pitch tiles and the e-commerce listing pages, so the brand's first conversation with a consumer felt the same on the shelf as on the phone. Account work covered the visual direction, photography review and the packaging brief that carried the system into production.

§ 03 · Outcome
“I built the visual program as a flavor-led color bar — one dominant tone per SKU, one hero ingredient photographed up close — so a buyer could spot the variant at a glance on a shelf or feed without ever reading a cap. The line shipped with a single visual voice across packaging and digital across roughly 4 SKUs, the kit became the template for subsequent SKUs as the range expanded, and the brand entered a crowded category with the kind of shelf identity new entrants typically take a quarter to earn. ”
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