The mark consists of a black-and-white logo comprising three main elements: a scripted white capitalized letter "F" centered on the first line and tilted upwards and to the left so as to project a marginal black shadow down and to the right of the edge of the "F", followed below by a smaller all-caps centered white capitalized word "FRESCOS" with black fill between the individual letters, followed on the third line by the centered black capitalized word "NATURALES" in yet a smaller font size; in actual use the white areas in the letter "F" and "FRESCOS" are transparent to underlying colors on the can label so that the color will show through and fill the letters.