MINUTE MAID REBRAND
Minute Maid is a fruit-based beverage which serves families worldwide. The brand has legacy and quality, but the products don’t visually stand out amidst the huge amount of competitors. Families nowadays have more access to sophisticated designs. Their taste has matured and it’s time for Minute Maid to catch up.
2023
Brand Identity
Logo Design
Tools
Adobe Illustrator
Adobe Photoshop
Adobe After Effects
CONCEPT
To get a new look for Minute Maid, I searched for inspiration within the brand: in the 60s, Minute Maid made a unique design choice: a black logo to stand out among the competitors. Owning this black that made the brand a disruptor, and combining illustrative elements representing the juices and fruits, Minute Maid gains a new face that still highlights the brand’s characteristics and simultaneously regains their audience attention.
MINUTE MAID EXPERIENCE
To bring more brand awareness and promote the new visuals, Minute Maid could do collaborations. for example, a partnership with the Houston Astros. Minute Maid Park in Texas is actually the home of the Astros, but hardly anyone connects the name to the brand. In this collab, both brands come together for the “Minute Maid experience” where the visitors get to be part of the Astros through a VR experience. But they won’t be hitting regular balls. In the game, they need to smash as many fruits as they can while avoiding hitting the Astros’ icon. The whole event mixes both of the brands and brings awareness through specially designed cups to big billboards outside the stadium.
