Minute Maid, a juice brand with 77 years of tradition, has unveiled a new brand in collaboration with Jones Knowles Riche (JKR). Minute Maid goes by various names in more than 100 global markets, including Minute Maid in the United States, Cappy in Europe and Africa, and del Valle in Latin America.
It started as part of a 'Filled with Life' brand campaign focused on feeling good. Grey, VMLY&R and Landor & Fitch contributed in a number of areas.
It was flattened horizontally and resembled Minute Maid's first logo in 1945.
The green curves, which seem to depict hills, have been replaced by juice-spurting movements. The typeface has become smoother. Instead of just rounding the vertices, the font continues throughout, giving the font a more plump feel. Sharp background shapes and soft typefaces neutralize it.
Although colors are not used for logos and symbols, the colors used to express various ingredients have become richer. In particular, the gradation of the printing technique of the gradation brings the texture to life and makes the color look more transparent. Prints inevitably have dull colors compared to screens, but this can add a fresh feel.
Minute Maid is owned by Coca-Cola. Recently, Coca-Cola has been rebranding quite a few brands. The expressiveness of Jones Knowles Riche (JKR), which has recently continued wonderful collaborations with food and beverage brands, is also good. Recent Fanta rebrandingIt seems to have progressed in a slightly different way. However, the overall design language is similar, so it feels like the same beverage brand.
