The Challenge

Minute Maid's current juice box packaging is oddly formal for a children’s product. It’s dark and uses photorealistic imagery that attempts to personify the fruit subject which some describe as “unsettling.” 

Children can see themselves reflected in the characters on the packaging. They each represent different child archetypes: the athlete, the bookworm, and the goofball.

The Solution

This new, imaginative packaging design system that brings delight to both children and parents/guardians. With this design, Minute Maid juice boxes can stand out from the competition as the healthy (but still fun) option.