Jugos Del Valle, part of The Coca-Cola Company’s LatinCenter family of brands, has refreshed its label and visual identity system. The fruits depicted on the label create a delightful visual that taps right into the flavors found within the bottle.
The new bottles are adorned with a sleek black bottle cap that ties in beautifully with the bold black logo located in the center of each label. Compared to the previous bottle, the branding refresh is light, fresh, and pure, just as you’d imagine a perfectly squeezed juice to be.
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. For the brand it is important to differentiate this product from the rest of the juices in the portfolio since they want to be clear that it is a refreshing drink and not a 100% fruit juice.
For this reason we were asked to redesign the label and the visual system of the product. We created powerful, simple and illustrated fruits,, so that they do not make us think about the realism of the fruit but rather about the flavor and refreshment of it. 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.
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 freshness, 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.
