Minute Maid

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 but revolutionary human truth showed the way forward.

Minute Maid lineup
Minute Maid lineup

A global masterbrand with juice

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. 

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

Minute Maid

Brand Standards