Minute Maid’s no.1 position and core strengths were under threat in a deeply cluttered juice market. It needed a true, ownable global masterbrand. But with more than 1,000 products in over 100 different markets, where to begin?

We discovered a powerful truth: there may be countless juice products, but only a small number of ‘need states’. We narrowed this to four categories and colour-coded the entire range accordingly. Meanwhile, in a world where white is almost obligatory, we used the Minute Maid black to create a category-norm-defying premium presence. Finished off with beautifully realistic depictions of fruit (unlike the standard hyper-real norm), this clear, strong system has the juice to fuel it for years to come.