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Boutique Agency | Shanghai

Minute Maid Essential Delight Packaging Design

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.

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  • Published: 11 January 2017

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