The juice category is vast and confusing, and Coca-Cola’s global no.1 juice brand, Minute Maid, was in search of much-needed clarity. A simple human truth showed the way forward.
Minute Maid’s market position and core strengths were under threat in an intensely cluttered juice market. It needed an ownable, robust global masterbrand visual identity. But with more than 1000 products in over 100 different markets, where to begin?
We discovered a powerful truth: there may be countless products, but only a small number of need states when it comes to juice. We filtered these into four categories and colour-coded the entire range accordingly. Meanwhile, in a world where white is almost obligatory, we used black to create a category-norm-defying premium presence, finished off with realistic depictions of fruit – a departure from artificial hyper-real category conventions.