Minute Maid Rebrand 2023

Minute Maid is The Coca-Cola Company's global juice brand, sold as Minute Maid in the US and Asia, Cappy in Europe and Africa, and del Valle in Latin America. Its look had splintered from country to country, and it needed one system flexible enough for three names, countless packs and local campaigns. Jones Knowles Ritchie's 2023 identity, the brand's first global one in 77 years, unites the family while keeping the local names and presents juice as everyday vitality.