Developing and Managing Products.

The Coca-Cola Company has just redesigned the packaging and brand identity system for its entire portfolio of more than 100 juice and juice drink brands available in 145 countries worldwide. This includes Minute Maid here in the United States:

"The packaging redesign, available on store shelves in the U.S. beginning this month, is one of the largest branding efforts undertaken in the history of the Coca-Cola Company. The new system establishes a common look and feel that brings continuity to Coca-Cola’s extensive juice offerings, is scalable to multiple brands and product lines, and improves the consumers’ experience at retail. The new packaging takes on the best known qualities of the Minute Maid brand including the black rectangle and white logotype lettering."

Designed by Duffy & Partners in partnership with CMA Brand Presence.

Global Juice Packaging Backgrounder

· The Coca-Cola Company has developed a new, flexible packaging design system for key brands in its global juice family of beverages that unites multiple juice brands and categories under one scalable, common identity and packaging framework.

· Consistent packaging guidelines and readily available assets are available on an internal, web-based tool called “Design Machine,” which allows local markets to roll out packaging quickly and efficiently while also minimizing costs.

· Consumers in the United States will be the first to see packaging changes on store shelves in November 2009. The new packaging will be rolled out to Coca-Cola’s largest juice brands worldwide over the next year.

· The strategic direction for the new visual identity system was developed internally at The Coca-Cola Company. Execution of the designs was created in partnership with Minneapolis-based firm Duffy & Partners as well as CMA Brand Presence of Houston.

Design Concepts

· The iconic Minute Maid logo – the classic black logo with white logotype lettering – is the core element of the new visual identity system.

· Rounded edges on the new logo give it a contemporary look without detracting from the Minute Maid logo’s historic appeal.

· A new green horizon mark above the logo serves as a canopy, connecting the brand to nature and the fruit-producing earth.

· Designers studied consumer behavior in the supermarket produce aisle and how fruit vendors displayed their fruit at local markets to develop visual cues for the new juice packaging.

· The packaging creates a unified look on shelf when packaging is placed side-by-side forming an interlocking visual of whole fruit. This evokes the imagery of whole fruit as it might be displayed in a produce aisle or farmers market.

· Sliced fruit, the hero image on all packaging, was arranged to show freshness and to call to mind feelings of genuine happiness and enjoyment.