Minute Maid, the juice giant owned by The Coca-Cola Company, was launching Essential Delight - a premium high content juice in China.
The new sub-brand is defined as a premium juice which differentiates from competitors but falls within the MM master brand design architecture. The label design needed to resonate with young customers and enhance its nutritional benefits - more pulp, dietary fibre and Vitamin C.
Based on our market insight, the current pulp 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 'pulp 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 the 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.