Hartwall Novelle Fresh

A deliciously refreshed identity

Hartwall Novelle

Contributions

Brand Identity, Packaging

Industry

FMCG

We partnered with iconic Finnish beverage company Hartwall to redesign the visual identity of Novelle Fresh — a light, sparkling drink that combines pure water with a splash of natural fruit juice.

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The goal? To not only refresh the packaging and visual identity, but to reimagine what fresh could mean in today’s healthy beverage landscape.

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We set out to translate the feeling of drinking Novelle Fresh — that crisp, lightly sparkling, naturally fruity moment — into a design language that feels clean, bright, and uplifting.

Novelle Fresh is naturally delicious — it needed a visual identity to match. Hartwall asked us to capture the product’s pure essence and bring fresh energy to its shelf presence.

Old can on the left, rebranded can on the right.

We began with an exploration of the brand’s core values, identifying freshness, purity, and modern wellbeing as guiding principles.

From there, we reimagined the label composition, introducing airy layouts, a refined typographic hierarchy, and a balanced interplay between fruit imagery and negative space.

Each flavour was given a distinctive tone, carefully calibrated to evoke its taste while keeping in harmony with the other flavours. The new palette allows consumers to identify their favourite variant at a glance, while reinforcing the feeling of variety across the entire range.

The result is subtle yet expressive, celebrating natural ingredients while maintaining a clear connection to the Novelle master brand.

Beyond packaging, the new visual identity extends seamlessly across every brand touchpoint — from digital campaigns to in-store activations. This cohesive system revitalises the brand while building a strong foundation for future growth and storytelling. Within a short period, the rebrand has already shown outstanding results, with sales increasing by nearly 30% compared to the previous year.

"We needed more of a revolution than an evolution for Novelle Fresh packaging. It wasn’t communicating the product benefits in the way we saw them, and we had noticed both a decline in consumer preference and increased competition. We appreciated how BOND first established the positioning, product benefits, and strategy before beginning the design process. By understanding our needs and goals, they created packaging that truly communicates the essence of Novelle Fresh."

Tiia Seppälä

Marketing Manager (Water & Wellbeing) Hartwall