If you recall the hullabaloo earlier this year with the redesign of the Tropicana packaging, the recent announcement by rival Coca-Cola of its Minute Maid juice packaging made me hesitate to click the link. While I was not among those who loathed the streamlined look of the Tropicana update, it was certainly a visual departure.
Minute Maid took a safer route by cleaning up the overall visual cacaphony and adding fresh. almost geometric images of the fruit. Fewer fonts are used giving the package a tighter look. Let's hope that all the "Plus Calcium and Vitamin D," "Extra Pulp," and other variations don't gunk up this cleaner look.
The packaging was redesigned by Duffy & Partners in partnership with CMA Brand Presence.
For more detailed information, check out the article on The DieLine which includes a video.
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