FRESCO — Brand Identity & Packaging Design

FRESCO is a juice brand built around freshness, simplicity, and everyday wellness. The brand identity was designed to reflect a natural and refreshing experience, translating the essence of fresh fruits into a modern and approachable visual language.

The concept focuses on creating a brand that feels healthy yet vibrant, balancing premium quality with accessibility. The logo design features soft, fluid letterforms inspired by juice movement and natural flow, reinforcing the idea of freshness and vitality. Playful curves and organic shapes give the brand a friendly personality while maintaining strong shelf presence.

The color system plays a central role in the identity, using warm fruit-inspired tones combined with natural greens and neutral backgrounds to communicate freshness, energy, and authenticity. Each color variation supports flavor differentiation while keeping the overall brand consistent and recognizable.

Typography and iconography were developed to enhance clarity and usability across packaging and communication materials. Custom fruit icons introduce a playful visual layer that strengthens product recognition and supports a cohesive visual system across different flavors and applications.

The packaging design emphasizes cleanliness and product visibility, allowing the juice itself to become part of the visual experience. The overall direction positions FRESCO as a modern juice brand that delivers freshness, quality, and enjoyment in a simple and honest way.