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.

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

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

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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.

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Beyond packaging, the new visual identity extends seamlessly across every brand touchpoint, from digital campaigns to in-store activations. This cohesive system revitalised the brand while building a strong foundation for future growth and storytelling.

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The results have been exceptional. Since the redesign, Novelle Fresh has achieved a 64% year-on-year increase in sales volume, making it the strongest-performing growth story across Hartwall’s product portfolio. The renewed identity has helped strengthen shelf impact, improve brand recognition, and support sustained commercial success in a highly competitive beverage category.