The Coca-Cola
Company has just 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 here in the United States:
“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. The new packaging takes on the best known qualities of
the Minute Maid brand including the black rectangle and white logotype
lettering.”
Designed by Duffy
& Partners in partnership with CMA Brand Presence.
Read the detailed design notes after the jump, and see the entire worldwide orange juice lineup.
Global Juice Packaging
Backgrounder
· The Coca-Cola
Company has developed a new, flexible packaging design system for key brands in
its global juice family of beverages that unites multiple juice brands and
categories under one scalable, common identity and packaging framework.
· Consistent
packaging guidelines and readily available assets are available on an internal,
web-based tool called “Design Machine,” which allows local markets to roll out packaging
quickly and efficiently while also minimizing costs.
· Consumers
in the United States will be the first to see packaging changes on store
shelves in November 2009. The new packaging will be rolled out to Coca-Cola’s
largest juice brands worldwide over the next year.
· The
strategic direction for the new visual identity system was developed internally
at The Coca-Cola Company. Execution
of the designs was created in partnership with Minneapolis-based firm Duffy
& Partners as well as CMA Brand Presence of Houston.
Design Concepts
· The
iconic Minute Maid logo – the classic black logo with white logotype lettering
– is the core element of the new visual identity system.
· Rounded
edges on the new logo give it a contemporary look without detracting from the
Minute Maid logo’s historic appeal.
· A new green
horizon mark above the logo serves as a canopy, connecting the brand to nature
and the fruit-producing earth.
· Designers
studied consumer behavior in the supermarket produce aisle and how fruit
vendors displayed their fruit at local markets to develop visual cues for the
new juice packaging.
· The
packaging creates a unified look on shelf when packaging is placed side-by-side
forming an interlocking visual of whole fruit. This evokes the imagery of whole fruit as it might be
displayed in a produce aisle or farmers market.
· Sliced
fruit, the hero image on all packaging, was arranged to show freshness and to call
to mind feelings of genuine happiness and enjoyment.
