Portfolio Center: Brook Sutherland, Brendan Brines, Michael Booth, Preston Thompson
The functionality of Minute Maid’s new design is simple, effective, and engaging. Cutting down on material waste is our biggest motivation for altering the layout. By changing the juice box into a pouch, we are able to use GreenCoat Paper. GreenCoat is a 100% recyclable and repulplable paper product. Current juice boxes can take over 300 years to decompose and are only accepted at specialized recycling centers. With millions of juice boxes sold in the United States every year the amount of leftover trash is staggering. Our environmentally conscious pouches are a new way for large corporations to lessen their carbon footprint.
Instead of eliminating the straw from the drink all together, we decided to embrace it as part of the permanent design. The top edge of the pouch is sealed to keep the straw sanitary, but perforated so it’s easy to open. Parents no longer have to worry about their children losing straws or broken plastic rendering a straw dirty.!
Vibrant colors on the front and back of the pouch immediately present a stronger shelf presence than the original white packaging. It also enables the consumer to discern between flavors.
Different colors, shapes, and patterns are printed on the sides to create visual conflict. They double as a learning tool for our target market as they are starting to memorize shapes and their names. To further connect with children, illustrated characters adorn each pouch. In keeping with our intent to cut down on waste, the larger packaging that houses the pouches can be repurposed as a coloring book. The inside of each box has a unique story that can entertain and teach valuable lessons to kids. The introduction of characters allows for scalability to other media. Each juice pouch is an opportunity for Minute Maid to put a friendly face with their product.
At every level the new Minute Maid Juice Pouch is an improvement. It’s easier on the environment, more attractive to children, and less worrisome for parents.