Founded in 1984 in Paris, Dragon Rouge is a global design and innovation agency. By using insight, foresight and creativity, the agency helps its clients define strategies, create new products and services and exceptional experiences.
Dragon Rouge's creativity is never limited to one culture or geography — its team creates brands that are as successful in Asia as they are in Europe and the Americas. The agency creates and designs engaging experiences for your brand that range from identities and visual systems to digital, retail and communications.
Minute Maid, the juice giant owned by Coca-Cola, was planning to launch Essential Delight - a premium high content juice in China. The new sub-brand is defined as a premiumised juice which differentiates from competitors but falls within the MM masterbrand design architecture. The label design needs to resonate with young customers and enhance its nutritional benefits - more pulp, dietary fibre and Vitamin C.
Based on our market insight, the current pulpy juice category often uses generic graphics and realistic style of real fruit image which lacks some premium look and feel and emotional connection. We decided to breathe new life into the Pulpy equity and re-invent pulp in an iconic way. The label design takes on a fresh approach by using simple and vivid illustrations to cue naturalness and enhanced functional benefits. The cute and straightforward visual expression creates a clear point of difference and dials up premiumness. While emotionally, the label design conveys a playful personality and the idea of "live good, play good" which resonate with target young consumers and forms a strong emotional connection.
Minute Maid Essential Delight was launched in China in October 2016.