When the entrepreneurs behind Freshie, the first certified organic silver tequila seltzer sought an indelible identity for their new beverage, they turned to Affinity Creative Group. The founders, Paige and Ryne Iseminger, aimed to quickly convey the fun, lively, and adventurous feeling of a south of the border vacation, while also communicating the use of genuine, unadulterated, and pure ingredients. The challenge: get all of that messaging to fit on a slim, 12 oz. aluminum can.
The Affinity team quickly went to work exploring a range of design solutions to visually communicate the distinctive set of attributes that sets this product apart from a growing field of competitors. Ultimately, after exploring a range of options, the branding and packaging design solution emerged in a simple yet brilliant form. The name itself, Freshie, embodies fun lively energy—so the Affinity design experts unlocked that dynamism through the use of bold typography, vibrant color, and a memorable design layout. Now, the brand name in itself personifies and projects the vibe of Mexico—a south of the border holiday state of mind. The expressive, colorful, overlapping translucent letterforms, combined with graphically depicted ingredients and a scattering of effervescent bubbles completes the total package.