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Taxi Studio

Minute Maid

Design system rolled out across 1000+ SKUs in 38 markets 

Canadian Packaging Awards Winner

Minute Maid

Refreshing the global juice leader

Minute Maid, Coca-Cola’s global no.1 juice brand, found its market position and core strengths under threat in an intensely cluttered juice market. It needed an ownable, distinct global brand expression and more than 1,000 products in over 100 different markets, a robust portfolio architecture that logically organised existing products yet provided support for future NPD. A simple, powerful human truth showed us the way forward: when it comes to juice, there may be countless products, but only a tiny number of need states. We filtered these into four categories and colour-coded the entire range accordingly. Meanwhile, in a world where white is almost obligatory, we used black to create a stand-out and offer a premium presence. This was finished off with realistic depictions of fruit – a departure from artificial hyper-real category conventions.

We filtered these into four categories and colour-coded the entire range accordingly. Meanwhile, in a world where white is almost obligatory, we used black to create a stand-out and offer a premium presence. This was finished off with realistic depictions of fruit – a departure from artificial hyper-real category conventions. As well as this brand expression leading externally, we wanted this rebrand to set the standard internally by creating beautiful brand standards for the new design. These interactive, online guidelines didn’t just tell people how to use the new brand; they show them by demonstrating the power, beauty and potential of the Masterbrand on every webpage. With the rollout, we supported markets every step of the way through educational webinars and provided a design council service to help support individual market needs.