Minute Maid design embraces the artful composition of fruit

Look elsewhere around the store for inspiration. That’s one way for brand marketers to bring a fresh look to their categories.

Pw 4309 Mm Orange Pattern

The Coca-Cola Co. has done just that, injecting consumer insights along the way, to contemporize its Minute Maid lineup of fruit juices with new packaging in a global rollout that has begun initially in the U.S.

The new design, across thousands of SKUs in multiple packaging formats, showcases high-quality, proprietary fruit photography and a green-leaf canopy to connote perceptions of naturalness and freshness that reflect the quality of the juice. Tom Farrell, design director for The Coca-Cola Co., which owns Minute Maid, says the new design evokes the experience of walking through an orchard.

“We found the best juice packaging has some unique, ownable way of presenting fruit,” Farrell says of Coca-Cola’s conclusions after doing a category audit.

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