Coke Unifies Global Juice Brands with Minute Maid-Style Packaging

The redesign is based on the brand's logo and colour scheme, and creates a coherent look aimed to highlight the juice's fruit content. The new design was created by Coca-Cola's in-house design team.

19 Nov 2009 --- Coca-Cola is to embark on a massive worldwide packaging relaunch next year when it gives a common design to its juice brands.

Coca-Cola has doubled its share of the juice market in the past 10 years and owns more than 100 brands in the sector, including as Minute Maid, Del Valle, Andina and Cappy. The drinks giant decided to introduce a common design to reduce costs and improve stand-out on shelf.

Guy Wollaert, general manager of Coca-Cola's Global Juice Center, said: "The scale and magnitude of this worldwide rebranding effort is significant for our juice business and unites key brands under a single, iconic brand identity."

The announcement comes after the drinks giant revealed it was adopting a new bottle for its soft drinks made from a PET that is partially derived from plants.

Minute Maid is the firm's leading juice brand. The redesign is based on the brand's logo and colour scheme, and creates a coherent look aimed to highlight the juice's fruit content. The new design was created by Coca-Cola's in-house design team.

Creating a single look means that new packaging can be introduced quickly and efficiently that minimises costs and increases productivity for local businesses, Coca-Cola said in a statement.

The new-look graphics will be introduced in the US this month and into the firm's global markets next year.