Coca-Cola Introduces New Visual Identity for Juice Portfolio

The Coca-Cola Company unveiled a new visual identity for key brands in the Company's extensive family of juice beverages.

The uniform packaging design, to be implemented across multiple brands and products worldwide, is part of the Company's comprehensive, strategic effort to expand its global leadership position in the juice category.

With more than 100 juice and juice drink brands available in 145 countries worldwide, the Company's share of this highly fragmented growth category has nearly doubled over the past 10 years and its global juice volume is now twice the size of its nearest competitor.

Based on extensive consumer research, the new visual identity was created to enhance brand preference, improve shelf stand out, drive cost efficiencies and create consistency across a world-leading family of juice brands and products.

"The scale and magnitude of this worldwide rebranding effort is significant for our juice business," said Guy Wollaert, General Manager, Global Juice Center, The Coca-Cola Company.

"Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, Del Valle, Andina and Cappy, under a single, iconic brand identity."

Reflecting the historic logo and color scheme of Minute Maid, the leading brand in the Company's juice portfolio, the redesigned packaging brings a cohesive, unified look and feel to the Company's global juice brand lineup.