Coca-Cola Co., Atlanta, is rolling out a new visual identity for Miniute Maid and other key brands in its extensive juice family. The uniform packaging design, to be implemented across multiple brands and products worldwide, is part of Coke's comprehensive, strategic effort to expand its share of the juice category.
With more than 100 juice and juice drink brands available in 145 countries worldwide, Coca-Cola says its share of this fragmented growth category has nearly doubled over the past 10 years. Its ready-to-drink juice and juice drinks business has blossomed from 1998 to 2008 at an annual growth rate of 11 percent. Based on extensive consumer research, the new visuals were developed to enhance brand preference, improve shelf stand out, drive cost efficiencies and create consistency across a world-leading family of juice brands and products.
“The scale and magnitude of this worldwide rebranding effort is significant for our juice business,” says Guy Wollaert, general manager, Global Juice Center, for Coca-Cola. “Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, Del Valle, Andina and Cappy, under a single, iconic brand identity.”
Reflecting the historic logo and color scheme of Minute Maid, the leading brand in the juice portfolio, the redesigned packaging brings a cohesive, unified look and feel to the brand lineup. A modernized design builds on elements of the Minute Maid visual identity, including the black rectangle and white logotype lettering while adding a green horizon mark, refreshing fruit photography and natural imagery to underscore the juice brands as a source of delicious fruit.
The new design, which debuted in November to U.S. consumers, also creates a coherent look on shelf when packages are placed side-by-side to showcase the fruit. The flexible, streamlined packaging design was created in-house by the design group at Coca-Cola. The direction and vision were further brought to life by design firms Duffy & Partners (www.duffy.com) and CMA Deisgn (www.cmadesign.com). Consumers of other juice brands in the Coca-Cola family of juice beverages, such as Del Valle, Andina and Cappy, will experience the new designs in their local markets through 2010.
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Coca-Cola Co., Atlanta, is rolling out a new visual identity for Miniute Maid and other key brands in its extensive juice family. The uniform packaging design, to be implemented across multiple brands and products worldwide, is part of Coke's comprehensive, strategic effort to expand its share of the juice category.
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