Fresca Rebeca is a Chilean fresh milk brand on a mission to reconnect people with the authentic, pure taste of real food. After establishing themselves in the market for three years, they reached a pivotal moment: transitioning from their successful B2B model to launch a direct-to-consumer experience that would fuel their next growth phase.
They partnered with us to evaluate their brand foundation, define their strategic direction, and design the roadmap for this crucial evolution. Our approach was two-fold: first, we developed a compelling brand identity that would resonate with their expanding audience, then crafted a positioning strategy that ensured they could communicate the right message to the right people at the right moment.
This project represents more than a brand refresh—it’s about helping Fresca Rebeca scale their authentic story while maintaining the genuine connection to quality and tradition that makes them unique in Chile’s milk market.
The good life tastes better when it’s real. Fresca Rebeca is here to remind us why fresh and real food matters.
The Challenge
After the 90s, Chile’s food landscape transformed dramatically as industrialization swept across many categories—milk being one of the most significant shifts. Almost every family, especially in Santiago, the country’s largest city, embraced the convenience of UHT milk, leaving fresh milk as a distant memory for most urban households. Yet in the countryside, some local farms quietly persevered, continuing to serve their communities with fresh, quality milk the way it had always been done. Catalina and Luis, the founders of Fresca Rebeca, grew up with this tradition as part of their family heritage. Now, they were ready to bring that authentic experience to the city.
This passionate young brand came to us with an ambitious vision: reintroduce fresh milk to Chilean urban markets. But they knew it would take more than just nostalgia to succeed. They needed a partner who could help them discover their authentic voice, craft their core story, and develop a brand strategy that would make fresh milk relevant again—not as a relic of the past, but as a fresh, compelling choice for today’s families. The question wasn’t just how to sell fresh milk again, but how to create a brand identity that would genuinely resonate with modern Chilean consumers and redefine an entire category.
The Solution
Our journey began with a collaborative brand discovery workshop at Fresca Rebeca’s factory, bringing together their entire team. We wanted to capture the full scope of their history, vision, and culture. During an intensive 3-hour session, we uncovered key insights and gained deep understanding of their business purpose and future aspirations.
With these essential ingredients in hand, we moved into brand identity creation—defining a meaningful and authentic why, how, and what that would allow us to establish the right brand values, attributes, pillars, and voice approach. This brand foundation became the core of Fresca Rebeca’s entire brand universe.
To bring this universe to life, we designed an emotional journey that aligned with their customer experience at every touchpoint. Our main goal wasn’t just to shape the brand visually, but to identify Fresca Rebeca’s primary emotion—what they make people feel at their core.
Once they understood who they were as a brand, we developed a positioning strategy and a comprehensive one-year marketing plan. Creating a payoff that connects people with an emotional space in their lives requires thinking beyond the product itself. Strong positioning is built on universal truths—reading the present moment and crafting a promise that inspires and uplifts your audience.
We live in a world so obsessed with functionality and performance that across all generations, from Boomers to Gen Z, we’ve forgotten life’s true flavors. La buena vida, el buen sabor (The good life, the good taste) is a call for reconnection. Life is simpler than we imagine, and Fresca Rebeca is here to remind people that good things don’t require the hustle and extra effort modern life has been demanding of us for decades.
The good life is simple, and it tastes good.
*This key visuals are a reference based visual guide we shared for strategy purposes. We do not own the right for this images.