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Minute Maid revamps global brand identity with JKR

Premium juice brand Minute Maid has launched new branding in collaboration with global branding agency Jones Knowles Ritchie (JKR), Grey, VMLY&R and Landor&Fitch.

Owned by The Coca-Cola Company, the brand goes by different names across more than 100 global markets, such as Minute Maid in the U.S., Cappy in Europe and Africa and del Valle in Latin America.

It will now harmonise its global juice portfolio under one consistent look with the new campaign “Filled with Life”.

Rapha Abreu, Global Vice President of Design, The Coca-Cola Company, said the Minute Maid range was due for an ‘elevation’: “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.”

The new branding features a selection of warm, lively colours inspired by nature and energizing photography to capture attention instantly and evoke the feeling of enjoyment.

It aims to take an elegant approach to fulfill the consumer’s need with ingredient depiction, colour, illustration and product characteristics.

Katalin Czigler, global brand strategy director, Minute Maid. “Minute Maid wanted to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to help anyone, anywhere and at any time, feel alive, which is needed now more than ever.”