The Coca-Cola Company has unveiled a brand-new look for its popular juice brand, Minute Maid in what is the beverage’s first-ever global rebrand.
The refreshed look, which is accompanied by a refreshed visual identity and global campaign, will see the full Minute Maid portfolio sporting a warm, lively color palette inspired by the bright tones of fresh, ripe fruit.
A softer, more natural typeface breathes new energy into the familiar Minute Maid expression while invigorating photography has been paired with dynamic, asymmetric visuals cuing the feelings of vitality that today’s consumers are seeking, according to The Coca-Cola Company in a statement. It added that the names and products will remain intact and that the look will be harmonised across all its products for consistency.
“The brand is enjoyed by many worldwide, but the brand experience can vary depending on where you encounter it,” said Rapha Abreu, the global vice president of design at 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, it has also launched its first global marketing campaign, Filled with Life. TThe 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 end-to-end experience will vary by market but will likely include TV and digital out-of-home advertising, online video, social media content and on-ground experiences to include TV and digital out-of-home advertising, online video, social media content and on-ground experiences, said The Coca-Cola Company.
“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, the global brand strategy director of 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.”
The identity and campaign were done in collaboration with JonesKnowlesRitchie, Grey, VMLY&R and Landor&Fitch.
Minute Maid’s rebrand comes as The Coca-Cola Company looks to refresh the looks of many of its classic and popular beverages. Recently, it unveiled a new global brand identity for its soft drink brand, Fanta, according to media reports. The refreshed look features brighter, more colourful and more vibrant colours as well as an updated and more simplified wordmark with the removal of the classic orange circle and green leaf. The rebranding, which was led by Coca-Cola’s global design team and creative agency Jones Knowles Ritchie, reportedly aims to inspire people to find the fun in life and to “make the plain playful” with a look that remains “unmistakably Fanta”.
