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Article | July 31, 2003
Creating a brand personality
When Coca-Cola's Minute Maid Co. decided to launch its Simply Orange orange juice, it turned to MLR Design for graphics and Lipson Allport Glass & Associates for structural design.
The objective was to create a brand and packaging that is fresh uncluttered and direct. The result is a container shape that is completely new in the orange juice category complemented by a clean and simple graphic design. All design elements work together to represent the product as authentic pure and fresh. The clear PET bottle is decorated with heat-transfer front and back labels. The front label depicts a juicy ripe orange. Brand identifying verbiage is illustrated in large free-form script. The package is topped with a tamper-evident green-colored closure.
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