Minute Maid has debuted a new campaign called 'Filled with Life,' which has ushered in a new brand makeover for the Coca-Cola-owned company. The new identity uses bold and exciting colors drawn from nature as well as energizing photographs to grab the attention of consumers when placed on a shelf. The brand hopes to use vibrant ingredient depiction, color, imagery, and product attributes to enamor consumers with its product.
"With this move, we are thinking about our brand holistically — developing a flexible global design system centered on what makes Minute Maid unique — and defining and evolving our distinctive assets so that they can be adopted locally to connect with consumers around the world," said Rapha Abreu, Global Vice President of Design at The Coca-Cola Company.
Orange Branding Updates
Minute Maid Launches a New Global Brand Identity for its Orange Products
Trend Themes
1. Global Rebranding Campaigns - Companies are updating their brand identities with bold and exciting colors to grab the attention of consumers and develop a flexible global design system.
2. Nature-inspired Branding - Brands are using colors and imagery from nature to create energizing and vibrant brand identities.
3. Product-driven Branding - Brands are using product attributes and ingredient depictions to attract and enamor consumers with their products.
Industry Implications
1. Beverage Industry - Beverage companies are updating their brand identities with vibrant colors and nature-inspired imagery to attract consumers and stand out on store shelves.
2. Food Industry - Food companies are using product-driven branding to grab consumers' attention with ingredient depictions and colors to depict freshness and quality.
3. Consumer Goods Industry - Companies in the consumer goods industry are following a global trend by rebranding and adding nature-inspired elements to the design to energize and modernize their products.