New Minute Maid design hits the shelves!

Revitalizing a Global Portfolio

1995 ... Round 1

2009 ... Round 2

It’s not often you get the chance to work on the design of a global icon. Even more rare that it happens twice—with the same icon.

Around the world today, companies small and large are being challenged to provide people with smarter, more healthful food and beverage choices. Coca-Cola is an organization committed to this vision.

Across categories and geographies, people around the world are more interested in brands that deliver great design—design in things as simple as hand soap, toothpaste or a bottle of juice. No surprise we believe in that theory—the idea that design can make everyday life a little bit better. Coca-Cola does too. That’s the good news for all of us.

This most recent branding initiative for Coca-Cola’s global juice portfolio was about the confluence of many things. This was an assignment about answering worldwide cultural opportunities. It was about smart systems solutions for a mammoth business. It was about taking the world’s number one juice company and integrating its myriad brands into a more focused and singular global presentation. And it was about design of course. Coca-Cola sells over 1200 juice products, in more than 120 countries around the world, under more than 125 brand names—Minute Maid, a brand we know well in the U.S., lies at the heart of the portfolio. Our assignment was about designing a system to help marketing teams be more integrated and efficient; to provide shoppers with greater shopping ease; and to ultimately deliver a strong, ownable juice brand based on the goodness of fruit.

The new branding program launches in the U.S., 4th quarter 2009 and will roll out around the world after that.

What others think:

  • Great work! 

    Aaron Dec 1, 2009 — 10:18 am

  • I love that it is enough change to be fresh while keeping only the necessary elements to keep a hint of consistency.  

    David Dec 6, 2009 — 7:02 am

  • I want some Juice now!! Great work! 

    Jeremy Dec 16, 2009 — 5:39 pm

  • super tight clean work - love the photography 

    michael Dec 17, 2009 — 10:22 am

  • Magnetic! Design brilliance! Fantastic work! 

    Morgan Dec 17, 2009 — 2:44 pm

  • This is a very charming, modern and cosmopolitan branding design! An incredible upgrade for such a timeless refreshment! 

    Edgard Dec 28, 2009 — 10:45 am

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