Minute Maid is the leading global brand for juice beverages. Over time the company expanded into new markets and the visual identity had become scattered and inconsistent. We were tasked with developing a cohesive system that would work across multiple continents and all forms of media tying together the various products under one visual identity.

We created a new masterbrand that establishes consistency across markets while allowing for flexibility with each market's brand name. We then developed a fresh perspective on photography, illustration, typography, and a layout system that brought the brand’s positioning — Let’s Keep the Good Growing — to life.

Minute Maid is the leading global brand for juice beverages. Over time the company expanded into new markets and the visual identity had become scattered and inconsistent. We were tasked with developing a cohesive system that would work across multiple continents and all forms of media tying together the various products under one visual identity.

We created a new masterbrand that establishes consistency across markets while allowing for flexibility with each market's brand name. We then developed a fresh perspective on photography, illustration, typography, and a layout system that brought the brand’s positioning — Let’s Keep the Good Growing — to life.

We worked with LA-based JUCO to create a unique point of view on photography for Minute Maid’s global market. The vibrant photographic style reflects Minute Maid’s unique personality and incorporates elements of the visual language to create a distinct look and feel within the juice category.

We worked with LA-based JUCO to create a unique point of view on photography for Minute Maid’s global market. The vibrant photographic style reflects Minute Maid’s unique personality and incorporates elements of the visual language to create a distinct look and feel within the juice category.

To bring in an organic quality to the system, we collaborated with lettering artist Erik Marinovich to create a hand drawn type family for Minute Maid. The custom typeface included multiple character sets to give the brand an easy way to reproduce natural, humanistic brush strokes across multiple global markets and languages.