Fresca revitalization by Duffy and Partners

US design consultancy Duffy & Partners created an intergrated branding solution for Coca-Cola’s famous old branf Fresca.

“Fresca resonates with people who have a sophisticated taste and are unwilling to compromise on flavour or calories. Fresca’s new look will appeal to folks looking for a taste beyonf the ordinary”

Alison Lewis, VP, Sprite and flavours, Coca-Cola NA

A Sparkling revitalization

Coca-Cola appoached Duffy & Partners with a concern. Consumers across all lifestyles and demographics were thirsting for non-cola diet beverages. Originally introduced in the late 1960s, Fresca was a perfect alternative. It just needed a makeover to be reappraised by a new audience.

Fresca’s original formulation was perfect: zero calories, zero carbs and a unique effervescent citrus flavour. The new Fresca brand language presents a more modern and sophisticated expression. The result has been one of Coca-Cola’s strongest brand turn-arounds in recent history.

The project scope:

Identity
Packaging
Merchandise
Point of Purchase
Graphic standards