I’m sure this will end up being a bigger deal than it should be because of what transpired last year with Tropicana’s epic redesign fail, but I thought I’d share a little behind the scenes look at Minute Maid’s new holistic global packaging redesign. It’s a cleaner refresh, but it’s honestly not that big of a stretch from where they currently are (aesthetically), at least to the U.S. consumer. What is smart is their approach to bring their synonymous global brands into the same redesign, making their whole lineup very cohesive.
As far as the design goes, it’s an improvement, with subtle typeface updates, but it’s not a spectacular “new” design. What it is, is smart. A great billboarding effect at shelf is created as one package ends and another one starts with the same fruit, creating a seamless effect of fruit on all sides of the package. Pretty cool. Here’s a look behind the scenes. Let the “bigger deal than it should be” begin. Well played, Coca-Cola.