The CSD market is growing, and cola flavor is outpacing category growth in both volume and revenue. However, among the strong cola brands, there's still no one that speaks the same language as millennials. The updated Cola by Fresh Bar fills this gap.
The redesign isn't a change in direction, but a reinforcement: the brand is making its visual identity even more modern, concise, and relevant to the 18-24 year old audience.
What's changed?
• Modern and concise design
The packaging is trendy and premium, with embossing that enhances the tactile pleasure of interacting with the product.
• Updated logo
The concise and fresh lettering brings the product even closer to the preferences of the target audience: eye-catching, large, and original.
• Continuity without losing recognition
The lower part of the label is red (a key marker of the cola category for the Russian audience), while the upper part retains the Fresh Bar signature style—a multi-layered visual with a blend of colors. Cola by Fresh Bar is simultaneously recognizable as part of the parent brand and convincingly fits within the classic cola category.
• Strengthening the target audience—Generation Z
The design is tailored to Gen Zers: those who seek out new products, choose products that reflect them, and want to see cola on the shelf that will go viral.
The product itself remains unchanged: impeccable classic taste, unique flavor combinations, an affordable price, and a good price/quality ratio.
The redesign was tested with the target audience and received high marks—81% of consumers rated the new design as "excellent"*!
Cola by Fresh Bar—we're refreshing the category without changing what makes it so popular!
*Fastuna research, December 2025, target audience 18-24, CSD consumers, Geo 1 million+
