Coca-Cola rebrands global juice brand portfolio

by Staff, Brand Republic 18-Nov-09, 09:25

NEW YORK - The Coca-Cola Company has created a new visual identity which will cover its global portfolio of more than 100 juice and juice drink brands.

Created in-house, the identity is based on that of Minute Maid, the leader in the portfolio, using that brand's black rectangle and white logotype lettering.

It will also feature fruit photography and natural imagery and a green horizon mark.

The rollout will begin with the Minute Maid brand in the US and extend into 2010, affecting other major brands including Del Valle, Andina and Cappy.

Coca-Cola said the new identity was created "to enhance brand preference, improve shelf stand out, drive cost efficiencies and create consistency" across its family of juice brands.

David Butler, vice-president of design at The Coca-Cola Company, said: "This scalable, common identity was created to address a business challenge, not to simply update a package."

Comments

Stef Brown - 18/11/2009

"This scalable, common identity was created to address a business challenge, not to simply update a package." Hmmmm.... Looks to me like they're doing a good job of making themselves look like market leader Tropicana just enough to create customer confusion at point of sale. How can this design create on shelf stand out?

Neil Reay - 18/11/2009

It would help to have a before-and-after picture of the packaging, but this actually helps differentiate Minute Maid, which had a single centered orange photo before and looked more like the re-re-designed \(or restored "classic") Tropicanna package. They created more of a "fresh" look with the central orange being sliced open, and the half-oranges on the sides are completed into whole oranges with side-by-side packages. This draws the eye across the whole facing and creates a visual roadblock that emphasizes the range of choices and ties them together. In addition to keeping the equity of the center orange, they kept the black-and-white Minute Maid logo, and color-coded the caps and upper bars to easily and quickly identify the flavor/type variations, something that came out as a key consumer concern in the Tropicanna design fiasco. Overall, it provides a strong Fresh and Healthy message, along with strong brand identity and ease of consumer choice.