In an effort to help consumers navigate a very crowded drinks/juice market, Minute Maid and brand owner Coca-Cola worked with the design agency Taxi to build a color-coded brand architecture that easily explains how each Minute Maid product is different from its siblings as well as what its base benefit is.
- Essentials, branded with a green stroke at its packaging’s midsection, includes familiar Minute Maid products such as 100 percent orange, apple, or grape juices.
- Nutri-Boost products are nutrition-enhanced, such as flavored, fortified milks. These have a peachy-pink stroke.
- Refresh products include lemonade and other perhaps less-nutritious soft drinks. They carry a blue stroke.
- Delight products are lower-sugar drinks, and they carry a yellow-orange stroke.
The Minute Maid wordmark has been redrawn to make a much bolder and solid punch out of the brand’s signature brand color, black. Its centered convention has been maintained, as has a rolling hill or wave or ribbon stroke device that was used in the previous identity (created by Duffy & Company). Serifs in the new design are rounded and modern.
Colorful fruit definitely is the hero in every packaging design, and black plays a much larger role. The new designs will be rolled out worldwide in 2017.
Read more about the new wordmark here.