MINUTE MAID REDESIGN
CHALLENGE
This collaborative assignment tasked Hyeri Jeong and I with selecting an outdated package and redesigning it for the contemporary market. After choosing the classic Minute Maid juice boxes due to their uninviting characters (with red eyes), confusing animal selection, and overall outdated appearance, we were surprised to discover that our packaging design professor had been on the team that designed the original boxes! Gaining feedback and insight on our designs from one of the original designers was an extremely valuable experience.
PROJECT
This was my longest packaging design assignment, spanning 6 weeks. A highlight of this assignment was the amount of research we completed before touching the design. I've included some of the research.
OUTCOME
Our final design addresses ergonomic concerns with children's grip by utilizing an easier-to-hold Tetra Pak. The original characters were redesigned to exude friendliness and tailored to represent the Canadian market through the selection of animals (moose, beaver, goose). Our transition to the black background recalls Minute Maid's old design style, making the juice boxes stand out among their competitors with white backgrounds. Flavor differentiation is achieved through distinct colors and fruit textures.
