Coca-Cola launches new design for juice beverages
November 18, 2009
by Allison Sebolt
ATLANTA — The Coca-Cola Co. is introducing a new visual identity for key brands in its juice beverage category as a way of enhancing brand preference, improving shelf stand out, driving cost efficiencies and creating consistency across its brands and products.
“The scale and magnitude of this worldwide rebranding effort is significant for our juice business,” said Guy Wollaert, general manager for the global juice center with the company. “Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, De Valle, Andina and Cappy, under a single, iconic brand identity.”
The company said the modern look builds on elements of the Minute Maid visual identity, including the black rectangle and white logotype lettering while adding a green horizon mark, fruit photography and natural imagery. The new design also creates a coherent look on the shelf and is designed to further communicate the inherent goodness of the juices.
“We started this process working closely with the global juice team to understand the objectives and the strategy of growing our juice business,” said David Butler, vice-president of design for Coca-Cola. “This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose.”