A minute change for Minute Maid

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.

The press release certainly doesn’t talk much about the cultural or aesthetic values of the brand. These are Coke’s words when describing the work.

“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


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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One Response to A minute change for Minute Maid

  1. Dad says:

    There is one (very small) aspect of the redesign that may need some further work (too late you say?).

    Standing with the door of the refrigerated section open, I anticipate giving my bifocals a real workout sorting through the original, the less pulp, the more pulp, the no pulp, and the added calcium – to find my beloved low acid . . . all designated in the microscopic type on the crease at the top of the container.

    With that door open I’m going to waste alot of energy.

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