CONSTELLATION BRANDS
CORONA REFRESCA
IDENTITY, PACKAGING
THE SITUATION
Millennial and GenZ consumers are constantly seeking new flavors and fresh ways to enjoy their beverages. Constellation Brands identified an opportunity to meet these flavor-forward drinkers by extending the Corona portfolio into a new space: a line of Mexican-inspired flavored malt beverages designed for easy, flavorful refreshment.
THE SOLUTION
We struck the right balance between familiarity and distinction – ensuring Corona Refresca felt connected to the trusted Corona masterbrand while clearly signaling that this was something new: an FMB, not a flavored beer. Through design, we brought the brand’s vibrant, refreshing flavor to life while distancing it from the overly sweet or artificial cues that often define the FMB category.
THE EXECUTION
The identity and packaging system borrows selectively from Corona Extra’s visual language, but carves out a distinct space with a laid-back, sun-soaked Mexican beach aesthetic—featuring weathered whitewashed textures and hand-painted illustrations that evoke warmth, craftsmanship, and escape.
THE RESULTS
Refresca delivered incremental growth for both Constellation and the broader FMB category, achieving a Hispanic index of 205. As the first non-beer innovation in Corona’s 37-year history, Refresca has continued to grow, expanding its flavor offerings and extending into higher ABV.
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