Rebranding a Modern Mexican-Inspired Soda
Brand Strategy, Identity Design, Packaging, Integrated Marketing, Clothing DesignAJNCI partnered with Arriba Fresquita to execute a comprehensive overhaul of its visual identity and packaging. This top-to-bottom rebrand successfully modernized the brand and elevated its shelf presence, highlighting the product's vibrant, fruit-forward flavors and healthy positioning, all while authentically honoring its deep Mexican heritage.
CHALLENGE
Prior to the rebrand, Arriba Fresquita was struggling with an outdated visual identity and a packaging system that severely lacked shelf appeal. The existing design failed to communicate the fresh, energetic, and healthy qualities of its diverse six-flavor lineup. The client's main ask was to construct a cohesive, modern visual system that could seamlessly accommodate numerous flavors without losing the cultural authenticity and heritage of the parent brand, Arriba.
RESULTS
The Arriba Fresquita rebrand delivered a striking, shelf-ready identity that immediately boosted consumer recognition and brand recall within the highly competitive sparkling beverage category. AJNCI’s expertise in balancing premium minimalism with cultural vibrancy solved the core problem, providing a flexible design system that captured both heritage and modern appeal. This refreshed presence not only resonated with a broader audience but also solidified Arriba's reputation as a dynamic beverage house poised for growth across new markets.
Arriba Fresquita is a dynamic, Mexican-inspired classic soda and sparkling water brand under the Arriba umbrella. They offer a vibrant, fruit-forward lineup of beverages featuring flavors like Grapefruit, Mexican Lime, Strawberry, Coconut, Mandarin Orange, and Pineapple, providing consumers with a refreshing and "better-for-you" alternative.
APPROACH
BRANDING
AJNCI kicked off the creative process by developing an entirely new style guide and visual system. We evolved the recognizable Arriba skull motif into a sleeker, more contemporary aesthetic. By establishing a crisp white and fresh green base, accented by bright, fruit-inspired hues and subtle Aztec-inspired background patterns, we successfully balanced premium minimalism with cultural vibrancy.
APPROACH
PACKAGING
o translate this new identity into a physical product, our team designed a taller, sleeker glass bottle. We went through extensive packaging iterations and 3D render developments to ensure cohesive visual harmony across the entire core lineup. The final design allows the unique fruit elements and coloring to shine—whether the flavor is Coconut, Mandarin Orange, or Pineapple—anchored by refined typography and subtle Aztec background patterns that ensure the bottles truly pop on the shelves.
APPROACH
DESIGN
Ensuring a unified brand presence across all consumer touchpoints, AJNCI designed a full suite of supporting digital and physical creative materials. This robust rollout included large-scale roll-up banners featuring the brand's vibrant green, Aztec-inspired backgrounds, striking in-store shopper marketing graphics, engaging social media visuals, a website refresh, and comprehensive launch content tailored for both retail and on-premise settings. To extend the brand’s lifestyle appeal, we designed an exclusive line of branded apparel. The collection features modern black and bright green t-shirts that showcase the updated skull logo—some featuring creative twists like fruit-slice eyes made of orange and grapefruit—alongside catchy typography and slogans like "Eat Drink Arriba," "Drink More Fresquita," "Chelada," and simply "Fresh". This execution effectively turned loyal consumers into walking brand ambassadors.
APPROACH
CLOTHING
