This is a proposed campaign of three new Minute Maid products with the same formula as their frozen orange juice concentrate. The products are mixers to be added with alcohol, and, like the original product, the juice concentrates are meant to be added to water. Because of this, the Minute Maid Mixers are perfect for larger events and parties. The mixers are targeted toward adults at or above the age of 21 since it is intended to be mixed with alcohol. Drinks that could be made include mimosas, vodka cranberries, and amaretto sours with the appropriate alcohol for each. The labels’ patterns and color palettes were inspired by the fruit of each juice—orange, cranberry, lemon—while still keeping the Minute Maid identity recognizable. The identity created by a collaboration between JonesKnowlesRitchie, Grey, VMLY&R, and Landor&Fitch was directly used in the newly designed labels. The colors capitalize on different hues of the same base color: having a red-orange for the pattern and a yellow-orange for the background of the Orange Mixer, having a warmer red for the pattern and violet-red for the background of the Cranberry Mixer, and having an orange-yellow for the pattern and a green-yellow for the background of the Lemonade Mixer. This creates a sort of electric energy that is synonymous with other mixed alcoholic beverage labeling.
The patterns were created by condensing the fruits into circular forms like slices of an orange or lemon and a top-down view of a cranberry. A vintage logo for Minute Maid created with two angular capital “M” letters was also incorporated into the pattern to blend the brand’s past with its present. The angularity of the logo also adds to the energetic feeling accentuated by the color palettes. Specific letterforms were created for the frozen juice line including “orange, cranberry, lemonade, mixer” which were inspired by the current Minute Maid identity and Oh No Type Co.’s Blazeface typeface. The combination of the two created letterforms that had rounded serifs, were fairly low-contrast and were intended for display use. All other type used on the labels were part of the Franklin Gothic typeface family including Demi, Bold, Medium, and Condensed variations. The labels wrap around each can and are approximately 4.5 inches wide by 8.5 inches long. This limitation provided challenges that needed to be solved for the legibility and readability of the information on the label, especially considering the size of the nutrition facts panel on the back of the can.
The designs are meant to grab consumers' attention on a freezer shelf in a store and interest them in the products enough for them to purchase each mixer.
