The Minute Maid brand is owned by Coca Cola, and is one of the most recognized juice brands on the market – and it was recently rebranded for a more modern look.
The brand's new aesthetic is still familiar, but has a more updated feel. The process by which Coca Cola and Taxi studio reformed Minute Maid's brand identity included splitting the products into four categories – essentials, refresh, nutri and delight. The boxes and bottles in the updated design feature black backgrounds, and are color-coded based on the category they fall into.
The brand also updated its logo, using a more modern font but ensuring that it is still recognizable to consumers who purchase these juices.
Contemporary Juice Rebrandings
Minute Maid Has Been Redesigned for a More Modern Aesthetic
Trend Themes
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Modern Juice Branding — There is an opportunity for juice brands to modernize their branding, with black backgrounds, color coding and modern fonts.
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Categorizing Juice Products — There is an opportunity for juice brands to categorize their products to make the shopping experience for consumers easier and less complex.
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Updating Familiar Brand Aesthetics — There is an opportunity to update the look and feel of familiar brands to align with the current design trends, while still retaining brand recognition.
Industry Implications
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Juice Industry — Juice companies can look for opportunity to differentiate themselves with modern design that can help them stand out on the market.
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Beverage Industry — Brands in the beverage space can modernize their brand aesthetics and take cues from the juice rebranding to stay relevant and stand out from the competition.
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Consumer Goods Industry — Companies in the consumer goods industry may look to incorporate modern branding techniques such as categorization and modern aesthetics to increase appeal to their target audience.