Fresca Hawaii Brand Identity
Jesse Aguilera
Brand Identity
Fresca Hawaii
Fresca Hawaii began as a cultural bridge—bringing the vibrant tradition of Mexican aguas frescas into the laid-back, sun-soaked environment of Hawaii. The brand needed to feel immediately familiar to those who knew the culture, while remaining inviting and joyful to a new audience.
Working closely with the founder, I developed a bold brand system centered around the vitrolero—a traditional container used in Mexican gatherings—reimagined as a modern symbol. Color became a primary storytelling device, allowing the brand to flex with flavors, seasons, and experiences.
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Posted May 13, 2026
Brand identity project for Fresca Hawaii, merging Mexican traditions with Hawaiian culture.
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