The Coca-Cola Company has redesigned the packaging and brand identity system for its entire portfolio of more than 100 juice and juice drink brands available in 145 countries worldwide. This includes Minute Maid in the United States.
Execution of the designs was created in partnership with Minneapolis-based firm Duffy & Partners as well as CMA Brand Presence of Houston.
The packaging redesign, available on store shelves in the U.S. beginning this month, is one of the largest branding efforts undertaken in the history of the Coca-Cola Company. The new system establishes a common look and feel that brings continuity to Coca-Cola’s extensive juice offerings, is scalable to multiple brands and product lines, and improves the consumers’ experience at retail.
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The new packaging takes on the best known qualities of the Minute Maid brand including the black rectangle and white logotype lettering.