DESIGN INNOVATION

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."