When human design meets an authentic brand, a story isn’t invented: a truth is revealed.
This was our journey alongside Fresca Rebeca, a Chilean dairy brand born to restore freshness, transparency, and warmth to the simplest, most everyday act: drinking a glass of milk.
In early 2025, we worked with their entire team to accompany them through a moment of transformation: a new chapter in the brand’s life, with the purpose of rediscovering its essence, its voice, and its way of connecting with people. For three years, Fresca Rebeca has built a close relationship with its consumers, based on origin, dedication, and the real flavor of its products. But behind that naturalness lay a deeper intention: to give new life, face, and voice to a brand that feels as genuine as the countryside it comes from.
“They helped us see things we hadn’t considered, to think from the brand’s emotional experience, not just from design”
In this conversation, Catalina Hernández, co-founder of Fresca Rebeca, founder of Kaikai, and entrepreneurship mentor, shares her vision of the process we experienced together. “I’m a designer, but I have a better eye than hand,” she told us with a laugh. For her, this branding journey was an experience of acceptance and openness: understanding that design isn’t just form, but sensitivity and collaboration. Throughout the process, we worked to translate her intuition into strategy and her vision into visual language. Our support came from a holistic perspective: designing from emotion, but with structure; from intuition, but with purpose. It was a journey of discovery, where each conversation helped us name what the brand already was in essence.
Our collaboration with Fresca Rebeca began with a close recommendation, but was solidified by something much deeper: the possibility of seeing differently. “They helped us see things we hadn’t considered, to think from the brand’s emotional experience, not just from design,” Catalina recalls. From our strategic and human design methodology, we worked to translate the brand’s sensitivity into concrete decisions: from voice to visual identity.
From the start, Catalina was clear that this process needed to involve the entire team. Although many didn’t come from the branding world, including them was key to making the brand breathe coherence and belonging. “It was beautiful to see how the first meeting with Love&Fear opened windows, and what it became when we closed the process,” she told us. More than a redesign, it was an alignment exercise: connecting perspectives, sensibilities, and purposes.
Our work didn’t seek to invent a new identity, but to recognize and amplify what already existed. “They helped us understand the brand, to notice its shine,” said Catalina. And perhaps most importantly: “we reaffirmed who we are.” Sometimes, the most powerful design doesn’t emerge from creating something new, but from giving language, form, and coherence to what already vibrates within.
