Natural & Refreshing

The challenge for this global redesign of Minute Maid Pulpy, a refreshing juice drink with fruit pulp bits, was to streamline and simplify the existing design while emphasizing freshness along with the sensory experience.



My approach involved showcasing a bold, large cross-section of sliced fruit, mimicking the sun, coupled with a dynamic splash and clearly visible pulp to elevate the drink’s flavor appeal. To emphasize freshness, I used vibrant shades of orange, blue, and white, crafting a visual experience that evokes the refreshing coolness on a hot summer day.

The result was that this design has been implemented in China, Taiwan, India, Indonesia and other parts of Asia.

– Concept / design development
– Focus group research
– Style guide development