PACKAGING
PACKAGING
Minute Maid’s 75th anniversary celebrates a rich history while looking forward to an exciting future. Known for providing quality products to families around the world, the brand has always valued a broad audience spanning generations. The goal of this rebrand was to maintain that timeless appeal while increasing relevance for both younger and older consumers. By modernizing the visual identity and overall branding, the project aimed to strengthen Minute Maid’s market presence and ensure the brand remains competitive and engaging for all audiences.
This mark was created with the Enneagram Type Two, “The Helper,” in mind. Type Twos are often defined by their desire to support and care for others, embodying qualities such as friendliness, generosity, sensitivity, and compassion. With a Three wing, they tend to be social, ambitious, and charming, bringing an outgoing and playful energy to their interactions. This mark represents the Helper Bee — a symbol of hard work, nurturing, and creating a home while dedicating effort to the well-being of others.
I have created a typeface called "unscrewed". This typeface started off as a mood board and was swiftly turned into deliverables. My inspiration for this typeface was wine. The curvature of the bottles yet the delicacy of a wine glass. My family has a big love for wine. They have inspired me to create a story with my typeface. That story being the beauty is in the eye of the beholder. The process of making wine is not easy task so like life, it takes patience, positivity and a whole lot of love. We are all a little "unscrewed" at times but that is the journey of life.