Coca-Cola Unifies Juice Brand Designs

The Coca-Cola Company has re-designed the packaging for its portfolio of global juice brands. The revamped line will make its debut this month with a new design for Minute Maid, and will expand to Del Valle, Andina and Cappy brands in 2010.

The global strategy aims to create uniform packaging for Coca-Cola juice brands and further strengthen the company’s position in the global juice category. “This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose,” said David Butler, vp of design for Coca-Cola, in a statement.

The move comes less than a year after Tropicana’s disastrous redesign. The new design caused such a furor, that PepsiCo went back to its original packaging.
Coke said that by having a uniform look it will reduce operating costs and increase the speed and efficiency of packaging. At the same time, it hopes new graphics will increase brand preference among customers.

The new Minute Maid packaging will feature a green horizon line has been added above the logo to remind customers of nature. Minute Maid Orange Juice will feature a green leaf canopy at the top of the package and photos of oranges at the center and bottom of the package. Minute Maid Lemonade and Punches will include water ripples and images of floating fruit. When displayed side-by-side, the juice packaging is supposed evoke the idea of fruit in the produce aisle. An in-house design group handled.

The company said that this packaging is the first step in a larger business strategy that will include product and sustainability innovations, new partnerships, support for local businesses and the expansion of juice products to new markets.

Publish date: November 18, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT