Minute Maid rebrand, by Taxi Studio and Coca-Cola

Taxi Studio has created a new visual identity for Minute Maid, a juice brand owned by the Coca-Cola Company.

Working in collaboration with the global design team at Coca-Cola, Taxi Studio was briefed to unify the company’s existing range of more than 1,000 juices under one identity, and allow for the range’s future expansion.

The consultancy organised all of the products into four different categories: essentials, refresh, nutri and delight.

All of the packaging features black as the main colour, and each juice is colour-coded according to which category it falls under.

A colourful, illustrative style is used to depict different fruits in order to differentiate the brand from the “hyper-real” imagery used on other juice drink packaging, says Taxi Studio.

The new identity has now rolled out across all touchpoints.