Minute Maid

Minute Maid—one of the largest global juice brands—suffered from inconsistency and limited on-shelf visibility. Our task was to fix that, and in the process, we identified a key insight: while there are countless juice products, only a few core consumer need states exist. We categorised these needs into four simple, colour-coded groups anchored by Minute Maid’s distinctive black, diverging from the typical white packaging prevalent in the category.