Minute Maid has launched the first global brand identity, strategy, and campaign in the juice brand’s 77-year history. The redesign is intended to unify its presence in the more than 100 markets it’s sold in around the world, where brand names range from Minute Maid (US) to Cappy (Europe and Africa) to del Valle (Latin America) and more still.
The new logo is similar in principle, but features a softer and more rounded serif, while the green hill motif that framed the brand name in the previous version is now rendered in a flat black design. The animated execution, in which a droplet fills up to form the shape of a hill, is a particularly nice touch.
The brand refresh includes lifestyle photography and gifs, as well as a cheerful suite of photographs and 2D textural illustrations, akin to those seen at Hello Fresh, of different fruits.
“We felt the Minute Maid family was due for an elevation to the icon it truly is,” said Rapha Abreu, global VP of design at the Coca-Cola Company. “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.”
The redesign is being launched as part of a brand campaign called Filled with Life, which taps into a new strategy that focuses on feeling good. “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.”
Jones Knowles Ritchie, Grey, VMLY&R, and Landor & Fitch all contributed variously to the identity design and brand campaign, which will be rolled out this year.
JKR has been involved in other brand refreshes at the Coca-Cola Company, including Fanta‘s new look, which debuted several weeks ago.