Minute Maid debuted in 1946 as a year-round seasonal orange juice and grew to more than 100 countries, offering a diverse portfolio under different brand names.
While the names and the products will remain intact, the beverage giant said the full Minute Maid portfolio will sport a newly harmonized look for consistency and a refreshed visual identity for the global campaign.
The new visual identity is anchored by a warm, lively color palette inspired by the bright tones of fresh, ripe fruit.
The rebranding has also brought about a softer, more natural typeface that breathes new energy into the familiar Minute Maid expression, and invigorating photography paired with dynamic, asymmetric visual cues, and feelings of vitality, which Coca-Cola said today’s consumers are seeking.
“The brand is enjoyed by many worldwide, but the brand experience can vary depending on where you encounter it,” said Rapha Abreu, Global Vice president of Design, The Coca-Cola Company.
“We felt the Minute Maid family was due for an elevation to the icon it truly is. With this move, we are thinking about our brand holistically, developing a flexible global design system centered on what makes Minute Maid unique, and defining and evolving our distinctive assets so that they can be adopted locally to connect with consumers around the world.”
Alongside Minute Maid’s new look, Coca-Cola has also launched its first global marketing campaign for the juice brand dubbed Filled with Life.
The campaign will feature the new look alongside messaging that invites consumers to slow down and refresh themselves with options for great taste, texture, and nourishment.
The branding also bears an on-pack QR code that will direct consumers to challenges, promotions, and other engaging content.
“We know from consumer research that drinking juice is about more than just the taste; it’s about hydration, nourishment, indulgence, and more,” said Katalin Czigler, Global Brand Strategy Director, at Minute Maid.
“The experience people get from drinking Minute Maid makes them feel good. Minute Maid wanted to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to help anyone, anywhere and at any time, feel alive, which is needed now more than ever. “
Minute Maid’s rebrand comes as The Coca-Cola Company looks to refresh the looks of many of its classic and popular beverages.
