Minute Maid
Navigating complex stakeholder dynamics to evolve a legacy brand.
VISUAL IDENTITY SYSTEM
PACKAGING SYSTEM
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Minute Maid’s global brand evolution introduced a cleaner, more natural visual direction. In China, deep-rooted consumer habits and a risk-averse local distributor created tension. The challenge was to implement this global mandate while reassuring stakeholders that the change would strengthen, rather than jeopardize, established sales performance.
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The local market implementation shifted from a top-down "global mandate" to a strategy built on commercial context:
Evidence-Based Alignment: Built a business case using social listening trends and top-performing competitor designs on China’s e-commerce platforms, giving local stakeholders the confidence to move forward.
Strategic Balancing: Acted as the bridge between global design standards and local market realities, selecting the elements of the global refresh that resonated most without creating brand fatigue.
Visual Continuity: Re-leveraged the iconic half-cut orange and its signature angle to maintain deep-seated consumer recognition, ensuring the "new" look felt like an evolution rather than a jarring departure.
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Consensus-Driven Strategy: Secured 100% stakeholder buy-in by replacing fear-based decision-making with data-backed design insights.
Modernized Brand Equity: Implemented the global refresh effectively, maintaining existing market share while modernizing the brand for a contemporary audience.
Operational Cohesion: Delivered a scalable packaging system that bridged the gap between global brand identity and local operational requirements.
