Objectives : Communicate the values of the new brand position and create a unique and powerful brand personality.

Graphic solutions :

Visual Identity :
•    ‘Black is Beautiful’ as the intrinsic color of the Minute Maid brand
•    A new vertical position for the brand
•    A slight rework of the brand visual ID through the addition of bright colours
 
Structure :
•    A very strong image that will enable the brand to encapsulate a wide range of products
•    Black & White picture to illustrate the product and benefit from a closer relationship between the brand and the consumers
•    Global rework of fruit visuals to support the new brand promise of “freshness and appetite appeal”