Type of applicant company
品牌方
Country
中国
Company Website
www.coca-colacompany.com/cn
Images
Brand of the Product
“Minute Maid”
Designer Name
WPP OpenX
Position of Designer
无
Target Consumer
Today's main juice and juice beverage consumers, aged 20 to 39, are preoccupied with fast-paced lives every day, but find themselves trapped in dull and flavourless routines. They long for life's wonders to bring them more enriching experiences.
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel
Positioning
大货消费品 Mass Production
Design Story
Since “Minute Maid” first entered China two decades ago, the playing field has gradually evolved. The new generation of consumers has a higher need for emotional value rather than functionality alone and gives more weight to aesthetics. “Minute Maid” hopes to use its vibrant brand image to help contemporary consumers regain connection to the world around them, foster love for every aspect of life, and bring wonderful taste to everyone.
This rebrand is grounded in the core concept of vitality. We crafted a new identity that’s simple, spirited, lyrical and real. This new identity rejuvenates “Minute Maid”, emphasising vitality while maintaining the brand's quality. The simple design and layout allow for more effective communication of the brand's core messages. The new identity invites consumers to experience "Minute Maid"'s differentiated product highlights and the beauty of real fruits at every brand touchpoint. This perfectly conveys the brand's brand-new proposition, “Filled with life”.
Highlights
We were able to fully express the core concept of “Filled with life”, establish a tighter emotional bond with consumers, reinforce the leadership of our core product, and extract the differentiating element for our entire product portfolio. The new visual identity is anchored by a warm, lively colour palette inspired by the bright tones of fresh, ripe fruit. A softer, more natural typeface breathes new energy into the familiar “Minute Maid” expression, while the invigorating photography paired with dynamic, asymmetric visuals captures the sense of vitality and goodness today’s consumers are seeking.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
“Minute Maid” continues to be committed to creating a sustainable eco-system. All bottles are made from recyclable transparent PET material, and we are gradually adopting rPETG labels containing 30% post-consumer recycled plastics.
What functional designs of the work have enhanced the user experience?
In our current age of information overload, “Minute Maid keeps design and messaging clear and simple, helping consumers notice us with more ease and facilitate their browsing and decision-making process at any touchpoint, whether it’s packaging, KV or POSM.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
“Minute Maid” is actively responding to China's "30-60" carbon peak and carbon neutrality goals. All bottles are made from recyclable transparent PET material, and we are gradually adopting rPETG labels containing 30% post-consumer recycled plastics. Throughout “Minute Maid”’s 20 years in China, we’ve constantly improved the capabilities of our aseptic filling line, optimising the bottle design and nitrogen filling, which continuously reduces usage of virgin plastic from non-renewable sources, and helps to work toward our ”World Without Waste” packaging vision.