Minute Maid: GLOBAL JUICE BRAND IDENTITY PROGRAM

Credits & Description:

Category: Large Scale Corporate Identity Schemes

Advertiser: THE COCA-COLA COMPANY

Product/Service: JUICE

Agency: DUFFY & PARTNERS

Agency: THE COCA-COLA COMPANY

Date of First Appearance: Nov 17 2009 12:00AM

Entrant Company: THE COCA-COLA COMPANY, Atlanta, USA

Vice President Global Design Group: David Butler (The Coca-Cola Company)

Director Global Design Group: Tom Farrell (The Coca-Cola Company)

Creative Director: Joe Duffy (Duffy And Partners)

Creative Director: Dan Olson (Duffy And Partners)

Associate Creative Director: Alan Leusink (Duffy And Partners)

Senior Designer: Jenney Stevens (Duffy And Partners)

Senior Designer: Ken Sakurai (Duffy And Partners)

Media placement: Visual Identity System - All Media - 17 November 2009



Describe the challenges and key objectives

The key challenge related to the number of logo variants in the global system. There was also an issue that the current black ‘mortise’. While having a high degree of familiarity and trustworthiness in the US through the Minute Maid brand, the ‘mortise’ was not successfully linking the brand to the core brand attributes of natural, genuine and friendly. We needed to introduce a visual ‘narrative’ to the brandmark that would connect back to our global business strategy.



Describe the brief from the client

Over the years, the master brand identities for the Company’s juice brands (Minute Maid, Del Valle, Cappy) had become fragmented with many variants present in our global system. To meet our growth goals, we also needed a flexible identity framework to quickly and easily integrate new brand acquisitions into the juice portfolio. This presented us with an opportunity to review existing communication for our juice brands to reestablish the core attributes of natural, genuine, friendly, and trusted more clearly while creating consistency across the system.



Describe how you arrived at the final design

The classic black rectangle and custom engraved wordmark used on 9+ juice brands is recognized globally and associated with quality and trust in the brand by consumers. The equity and heritage in these elements was retained and then contemporized by rounding the corners of the black rectangle and redrawing the letterforms to be friendlier, approachable and more spatially efficient. The addition of the green ‘Horizon Line’ at the top connects the brand to nature and represents the source of the product and our partnership with farmers and the earth itself. The design solution had to scale easily to 12+ individual brand marks and be easily applied to new Company juice products created through innovation or acquisition.



Give some indication of how successful the outcome was in the market

The retained elements- black and the engraved logotype- allow for continued “grab-and-go” shopping. Additionally, from earlier quantitative research consumers embraced the refreshed logo by instantly recognizing the brand while acknowledging that the updated mark felt friendlier and more modern.