Fresh
Project Context
As a leader in the liquid soap category, Fresh required a strategic approach through a controlled evolution of its visual identity. The goal was to elevate the perceived quality and modernize the design, while fully maintaining the brand recognition consumers have relied on for years.
The main challenge of the previous line was its visual rigidity. A design defined by stiff structures and static illustrations prevented the product from adequately communicating sensoriality, which is essential in this care segment.
Solution
The redesign represented a key step in advancing the brand’s positioning, moving from a generic, functional product category to a brand with a clear identity and emotional value.
The visual strategy we applied directly impacted the perception of quality, the consumer’s sensory experience and shelf visibility through the following enhancements:
The previous logo used an “italic” font associated with speed and efficiency, traits more suited to the detergent category than cosmetics. The new Fresh logo brings stability with a more refined and modern form. By removing redundant graphic elements, the brand appears more confident, premium and clean.
Furthermore, the focus has shifted from the category to the benefit. While the old packaging was dominated by a visually heavy “Liquid Soap” block, the new design scales this down, bringing the fragrance notes (e.g., Aloe Vera, Almond & Vanilla) to the forefront through elegant typography. This establishes an emotional connection, as consumers no longer see just a soap, but a source of freshness and care.
Instead of the static motifs that previously dominated the bottom of the label, we introduced dynamic splash effects of milk, water or oil that delicately interact with the fragrance notes and extracts. This created a composition that naturally guides the eye and visually articulates texture richness and hydration.
Finally, we opened up the design and allowed it to “breathe.” Heavy color blocks were replaced with subtle gradients, achieving a sense of visual translucency. By removing everything superfluous, the product’s gentleness takes center stage, allowing each variant to communicate its unique character more clearly.
Results
The Fresh liquid soap line has abandoned its rigid visual patterns and now stands on par with the category leaders. The new art direction has eliminated the Private Label feel, while the fluid visual expression, achieved through movement and simplicity, emphasizes purity and care.
