Minute Maid’s new “full of life” global identity

JKR worked on the 77-year-old juice brand’s first global identity, which features hand-drawn illustrations and “juicy drop terminals” in its primary typeface.

Juice brand Minute Maid has a new global identity and campaign made in collaboration between Jones Knowles Ritchie (JKR), Grey, VMLY&R and Landor & Fitch.

Owned by the Coca-Cola Company, Minute Maid is sold in more than 100 global markets, but while known by this name in the US, is Cappy in Europe and Africa, and del Valle in Latin America – each previously with their own packaging styles.

Rapha Abreu, Global Vice President of Design, The Coca-Cola Company says: “We felt the Minute Maid family was due for an elevation to the icon it truly is”, adding that the project hoped to develop “a flexible global design system centred on what makes Minute Maid unique”.

JKR, which also created Fanta’s new global brand for Coca-Cola, was approached to “refresh the brand and unify it across the portfolio”, says JKR creative director Alex Boulware.

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Credits

Client: Minute Maid

Agency: Collaboration between Jones Knowles Ritchie (JKR), Grey, VMLY&R and Landor & Fitch.

Source: Designweek