Jugos Del Valle is part of The Coca-Cola Company’s family of brands in the LatinCenter region. Within its broad portfolio of products is Del Valle Fresh, which is a low fruit content and very refreshing beverage with 7 different flavours. For the brand it is important to be able to differentiate this product from the rest of the juices in the portfolio, as it wants to have clarity in the refreshing value and the role of light beverage that the drink plays within the portfolio. For this reason we were asked to redesign the label and the visual system of the product.

We created powerful, simple and illustrated bold fruits, so that they do not make us think about the realism of the fruit but rather about the flavor and refreshment of it. This is a big bet, as we moved away from the common codes of the category. We reduced the number of elements and designed a transparent label to reinforce the feeling of lightness. We placed the logo in the middle of the label, an element that will be repeated in the rest of the portfolio.

The label creates clarity and order on the shelf. The bright colors of the beverages attract attention thanks to the transparency of the label. But to achieve a system capable of expressing itself in all media, it is necessary to generate a language with many elements that express the value of the product.

To complete the visual system it was important to generate enough elements to have a comprehensive system that could be adapted to many surfaces and communication applications reinforcing the concepts of refreshness, flavor and lightness. We then created different leaves that easily adapt to the compositions and complemented it with a simple and powerful typography that helps us to deliver a direct and clear message.

The outcome is a very flexible system but simple, which can grow through compositions with brand elements and can be easily and quickly adapted to different applications such as packaging, social media, promotion and merchandising.