DESIGN INNOVATION

Uniform Packaging Design for Juice Brands

ATLANTA—The Coca-Cola Company has unveiled a new visual identity for key brands in the its family of juice beverages. The uniform packaging design, to be implemented across multiple brands and products worldwide, is part of the company's comprehensive, strategic effort to expand its global leadership position in the juice category.

Reflecting the historic logo and color scheme of Minute Maid, the leading brand in the Company's juice portfolio, the redesigned packaging reportedly brings a cohesive, unified look and feel to the Company's global juice brand lineup. The modernized design is intended to build on elements of the Minute Maid visual identity, including the black rectangle and white logotype lettering while adding a green horizon mark, refreshing fruit photography, and natural imagery to underscore the juice brands as a source of delicious fruit.

The new design also creates a coherent look on shelf when packages are placed side-by-side to showcase the fruit. This further communicates the nutritional goodness inherent in the juice and evokes the imagery of whole fruit as it might be displayed in a produce aisle or farmers market.

Creation of the new flexible and streamlined packaging system was led by the in-house design group at Coca-Cola. "We started this process working closely with the global juice team to understand the objectives and the strategy of growing our juice business," says David Butler, VP of Design, The Coca-Cola Company. "This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose."
 
TUMS Rebrands Image

NEW YORK—Anthem recently helped GlaxoSmithKline (GSK) to elevate and differentiate its TUMS brand image to remain competitive.

TUMS has been a trusted antacid for more than 75 years, with a brand heritage that centers on fast, safe, effective relief with the calcium a body needs.

GSK employed Anthem to update the package design of its base portfolio of products to increase shelf presence and create a clear differentiation from the competition—especially the lower-priced private-label brands to which lost volume had shifted.

Anthem's approach was to create an ownable design that would communicate at a glance the superior brand attributes of the TUMS brand, its speed, efficacy, quality, calcium, and taste appeal.

The new packaging strategy focused on delivering a more compelling message through copy, color, texture, and imagery, while maintaining all core visual equities of the time-honored brand.

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