Minute Maid has a fresh new look

Minute Maid rebrand
(Image credit: Minute Maid)

Minute Maid is the world's largest juice brand, and is also known as Cappy in Europe and Africa, and del Valle in Latin America. The juice brand previously had disparate identities across the globe, but for the first time in 77 years, they are now united with a singular look, following work from Jones Knowles Ritchie, as well as Grey, VMLY&R and Landor&Fitch.

The new campaign builds on the previous logo (see below) and creates a simpler, cleaner look that feels more modern. If you want some tips on rebranding, then see our how to design a logo piece.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.