The Coca-Cola Company’s juice brand, Minute Maid, is the global No.1 umbrella brand for juice drinks.*
In general, the juice category is deeply complex, visually cluttered and confusing for consumers. And recently, rapidly changing consumer needs were causing an influx of innovations with new variants endlessly being added to portfolios. So, to ensure Minute Maid retained their #1 position, they needed to review how they organised and presented their portfolio. In 2014 it was decided to redesign the identity to enable the brand to have a design system that could unify the category and accommodate future growth.
Their previous Visual Identity System, developed in 2008, was ground breaking at the time, but was becoming more restrictive and less fit for purpose as the category and brand innovations expanded. With over 1000 products globally and a constant stream of juice innovations, despite growing market share, the core strength of Minute Maid’s brand was becoming diluted.
All of which lead to a brief to create synergy among a true global family; one ownable Masterbrand, instantly recognisable the world over.