A Refreshing Redesign

Bifrutas, the mixed drink made from fruit juice and milk, renovates its image to come closer to children and teenagers while highlighting its brand atributes. Lust for life, optmism and fun are all values supporting the visual identity we worked on. The challenge for Columna consisted in evolving the brand to make it more dynamic, energetic and eventually resonate with consumers. The graphic treatment in this redesign involved reworking the type in Bifrutas to add movement, symplify and make each letter more uniform. The white background shape was redrawn to gain more volume to communicate more appetite appeal. Finally, Pascual’s logo (mother company) is kept within the brand as an endorser.  Together, all visual elements build a brand that conveys trust and tells the story of a refreshing drink for those ready to live life to the fullest. In keeping with this new and refreshing brand identity, the packaging design for various formats was created. It included 2 boxed drink fromats, a can and a new crystal bottle for restaurants.