Clean, simple, evolutionary, professional, fruity.
These are the words that come to mind when viewing the new Minute Maid juice packaging announced yesterday by Coke. And maybe it is no surprise that the change is minimal given the Tropicana debacle earlier this year.
“Based on extensive consumer research, the new visual identity was created to enhance brand preference, improve shelf stand out, drive cost efficiencies and create consistency across a world-leading family of juice brands and products.”
Should we be disappointed that it is an opportunity lost . . . don’t think so. This was after all not a student design exercise but one step in the life of a very valuable brand. It is a competent evolutionary improvement, and certainly not a flight of ego driven mania and professional incompetence. Don’t get me started with Arnell.
Duffy & Partners was apparently given this chance to update their own work, originally developed in the 1990’s. Here is a link to Joe Duffy describing his earlier effort in the Corporate Design Foundation journal.
While this may not be the kind of work that originally got Joe Duffy noticed, and his firm famously purchased by Michael Peters 20 years ago, with a headline in a Wall Street Journal Ad that read “How two guys with art degrees can do more for your business than a conference room full of MBAs”, it is a different time, revolutionary and breathtaking, no, but competent, yes!
Here is a link to a before and after image on eatmedaily.com
Poyner, Rick. 2003. No More Rules, Graphic Design and Postmodernism. New Haven: Yale University Press