Minute Maid
Global
Redesign

Minute Maid, the world’s largest juice brand that has been a beloved staple in family kitchens around the world for more than 75 years, is launching its first-ever global rebrand anchored by a refreshed visual identity and global campaign.

Minute Maid debuted in 1946 as a year-round seasonal orange juice and now offers a diverse portfolio under different brand names – from Cappy in Europe and Africa to del Valle in Latin America – in more than 100 countries. While the names and the products will remain intact, the full Minute Maid portfolio will sport a newly harmonized look for consistency.

The brand is enjoyed by many worldwide, but the brand experience can vary depending on where you encounter it. We felt the Minute Maid family was due for an elevation to the icon it truly is. With this move, we are thinking about our brand holistically – developing a flexible global design system centered on what makes Minute Maid unique – and defining and evolving our distinctive assets so that they can be adopted locally to connect with consumers around the world.

The new visual identity is anchored by a warm, lively color palette inspired by the bright tones of fresh, ripe fruit. A softer, more natural typeface breathes new energy into the familiar Minute Maid expression, and invigorating photography paired with dynamic, asymmetric visuals cue feelings of vitality today’s consumers are seeking.