Why do brands choose minimalism?
In 2025, minimalism and functionality are still key trends in packaging design. Simple shapes, monochrome palettes and concise fonts are associated with the quality and honesty of the brand, therefore, trying to meet the expectations of modern consumers, companies strive for a concise product design.
The Fresh Bar brand, known for its refreshing drinks with unique flavor combinations, did not stay away: the Cola line received an updated design in the aesthetics of minimalism.
The formula for successful design: conciseness, brightness, recognizability
As part of updating the visual design of the Fresh Bar Cola line, the brand's designers faced the following key tasks:
• offer a fresh look at the packaging's appearance that will match current trends while maintaining brand awareness.;
• stand out from the competition;
• focus on launching new cola flavors – Cola Dragonfruit, Cola Lemon – using a vibrant color palette.
The redesign process began with an analysis of the current positioning of the product line and a study of many examples of packaging design for cola, as well as other carbonated and non-carbonated beverages. In search of a balance between recognition and novelty, the designers of Fresh Bar experimented with different concepts: for example, the first versions, like the previous design, retained photographic elements, but in the end the team abandoned them in favor of graphic solutions.
"We worked with different creative groups, compared and discussed the results of the work. We took breaks to come back with a fresh look. We used a dualistic way of thinking at the junction of the abstract and the concrete, and at some point we came up with a solution - a combination of a bright taste block with a name and a minimalistic monochrome part, on which the graphics of taste are perfectly readable," shares Alexander Melnikov, lead designer of GFD.
The main distinguishing features of the updated design are:
• focus on the Fresh Bar logo, which helps consumers easily read and choose a brand they know.;
• bright colors that match the taste of the drink;
• comfortable bottle waist with tactile relief, which adds premium;
• stylish graphic element that enhances the flavor designation: Asian dragon for Cola Dragonfruit, vanilla flower for Cola Vanilla, banana brush for Cola Banana;
• a color gradient that adds dynamism and modernity to the design.
How the redesign enhanced the brand's DNA
The redesign of the Fresh Bar Cola is an example of how visual renewal helps a brand stay relevant. This is confirmed by the results of an audience survey conducted before the final approval of the new design:
• 74% of respondents expressed the impression of a good price/quality ratio, and 75% expressed a desire to buy the product.
• 79% of the respondents noted the uniqueness of the design.
• 83% of the test participants associated the updated style with the image of the youth brand and the same number indicated that the design fits the brand.
"The new bright and catchy design of the Cola line has allowed us to strengthen the image of the Fresh Bar as a youth brand offering good value for money. Such transformations help us stay on the same wavelength as our target audience, which values originality, uniqueness, visual expression and actively follows modern trends," says Polina Pilyar, brand manager at Fresh Bar.
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