Coca-Cola

Minute Maid

Minute Maid lineup
Minute Maid lineup

A global masterbrand with juice

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.

Taxi Studio & Minute Maid

The creation of a coherent global masterbrand
Minute Maid brandmark
Minute Maid brandmark mobile
Minute Maid global family
Minute Maid global family mobile
Minute Maid range gif
Minute Maid range gif
Minute Maid Orange
Minute Maid Orange
Minute Maid Orange Delight
Minute Maid Orange Delight
Minute Maid Nutri
Minute Maid Nutri
Minute Maid Refresh
Minute Maid Refresh
Minute Maid Range Orange
Minute Maid Range Orange
Minute Maid Premium
Minute Maid Premium
Minute Maid Essentials
Minute Maid Essentials
Minute Maid fruit orange
Minute Maid fruit orange