Sunday, December 27, 2009

Coca-Cola Unifies Juice Brand Designs

By Sarah Knapp

November 18, 2009 -
ATLANTA -- The Coca-Cola Co. re-designed the packaging for its portfolio of global juice brands. The revamped line will make its debut this month with a new design for Minute Maid and expand to Del Valle, Andina and Cappy brands in 2010.

The global strategy aims to create uniform packaging for Coca-Cola juice brands and further strengthen the company's position in the global juice category. "This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose," David Butler, vice president of design for Coca-Cola, said in a statement.

The move comes less than a year after Tropicana's disastrous redesign. The new design caused such a furor that PepsiCo went back to its original packaging.

By having a uniform look for all juice brands, Coke said it will reduce operating costs and increase the speed and efficiency of packaging. At the same time, the company hopes the new graphics will increase brand preference among customers.

The new Minute Maid packaging will feature a green horizon line that has been added above the logo to remind customers of nature. Minute Maid Orange Juice will feature a green leaf canopy at the top of the package and photos of oranges at the center and bottom. Minute Maid Lemonade and Punches will include water ripples and images of floating fruit. When displayed side by side, the juice packaging is supposed to evoke the idea of fruit in the produce aisle. An in-house design group handled the new graphics.

The company said this packaging is the first step in a larger business strategy that will include product and sustainability innovations, new partnerships, support for local businesses and the expansion of juice products to new markets.

-- Nielsen Business Media