The brief was to develop a one-of-a-kind effervescent wine cocktail for off-premise, summer refreshment occasions. Califresca™ was inspired by the California Riviera; the breezy coastline from Malibu north to the Napa Valley, and the chic, relaxed poolside elegance that it evokes. Launched by Diageo North America in 2015.
The identity design for Califresca™ needed to feel classic and elegant, with a playful wink to the relaxed poolside usage occasion. The floppy hat became the central icon of the design; with an abstract sun flanked by palm fronds. Simplified iconography was created for various applications.
Design details like the naked cork, colorful cage and topper were utilized to push the concept of relaxed outdoor refreshment with a stylish twist.
Full merchandising design, outdoor advertising and brand guidelines followed initial design development.