CORV / WORK / ZESTI

Project · 04 / 2023

§ PROJECT · BRAND IDENTITY · PACKAGING

Zesti.

Brand identity and packaging for an all-natural fruit drink. Five flavors, each with its own color system, unified by a customized wordmark built to feel like it has history.

§ 01 - OBJECTIVE

Design a bright, retail-ready shelf presence for five distinct flavor lines.

The task was to design a single logotype with enough structural character to anchor five separate color systems without losing its cohesion. The goal was to establish a retail-ready shelf presence that strikes a precise balance between high-energy visual appeal and premium design restraint.

A white van with colorful fruit graphics and the word 'Zesi' displayed on its side, parked on a street with a parking meter nearby.

§ 02 - IDENTITY

Classic beverage typography inspired a customized wordmark with immediate visual scale.

Colorful splash of fruit juices with slices of orange, kiwi, strawberry, and other fruits, with the word 'Zesti' in bold white letters

TYPOGRAPHY

Customized bold sans

A heavy, geometric wordmark modified for strong shelf-scale legibility. The dot on the "i" shifts to match the corresponding flavor, acting as a subtle, system-wide identifier.

PALETTE

Fruit-driven systems

Saturated, direct color profiles representing apple, lime, lemon, strawberry, and orange. Coherence across the product line is maintained through matching structural layouts rather than muted tones.

CHARACTER

Vivid & familiar

The brand references retro styling without falling into pastiche. Saturated backdrops and bold fruit illustrations combine to give a new product the presence of an established household brand.

§ 03 - SURFACES

The visual language scales effortlessly from aluminum cans to delivery fleets.

By prioritizing highly recognizable color blocks, each application instantly communicates its specific flavor profile from a distance.

A can of lime-flavored soda with lime slices on the label, splashing into water with ice cubes.
Close-up of a colorful Zesti fruit juice bag with sliced oranges, kiwi, and other fruits, hanging on a red strap from a wooden chair.
A can of Zero Sugar Strawberry flavored beverage with a pink and white design, featuring images of strawberries on a pink background.
Close-up of a person opening a can of orange soda, with a focus on the hand and the can, showing the brand name and orange fruit images on the can.
A large outdoor billboard advertising natural strawberry flavor, with vibrant images of strawberries and pink background, under a clear blue sky.

§ 04 - OUTCOME

The flavor-specific color system makes each product immediately identifiable on the shelf.

The layout architecture remains identical across all five variants, leaving the color palettes and graphic fruit illustrations to handle flavor identification. By bypassing the ultra-muted minimalism typical of modern wellness drinks, Zesti commands attention through proud, natural color and clear, unapologetic energy.

Four cans of sparkling fruit flavored water with illustrations of fruit, on a beach with ocean and sky background, with ice and splashes of water

§ RELATED

More work.

A beige card with the words "NATURE with Nicola" and "SLOW SEASONAL ROOTED" in black text, surrounded by green leaves.

Nature with Nicola

IDENTITY & STRATEGY, WEB DESIGN

A hand holding a white paper cup with a brown lid. The cup has a colorful cartoon graphic of a happy coffee mug with steam, flames, and leaves, along with the text 'Roast & Toast'.

Roast & Toast

IDENTITY

Close-up of a navy blue brochure or folder with the name Emily Salisbury PhD and the words Justice, Education, Transformation printed on it, resting on a wooden surface.

IDENTITY & STRATEGY, WEB DESIGN

Emily Salisbury