I found this 1981 ad for Minute Maid orange juice and when I went to the store to get a current version, I was amused at how many different varieties of OJ there are now. Minute Maid has 11 types, I can understand a pulp and no-pulp offering but it’s crazy how they have Heart Wise, Multi-Vitamin, Low Acid, etc…
Luckily they still keep it old school with original, so I got that.
The old package is divided kind of like 90/10 with most of the label in black with a stripe of orange on the left. As I might have mentioned before, I’m a big Marushka print fan and I love the simplified bowl of oranges in the left side stripe. So simple, yet still recognizable. The fonts for “Minute Maid” and Orange Juice” are different but seem to be the same size while the other information is smaller. In general it’s a clean, straightforward design.
The current version still divides the label pretty much 90/10 but the left stripe is now a more realistic sky and oranges which step over the boundary into the black. There’s more information on this package, like that it’s Premium, you get 100% Vitamin C per serving and because there are so many varieties now, the word “Original” is highlighted in it’s own orange box.
I feel like it’s a crime to get rid of the the little bowl of oranges and for some reason it bothers me that on the current label that orange half is busting out on to the text side, not to mention the whole detailed graphic and landscape scene in the background. It’s so busy!
The fonts on the new one are okay, I kind of like the lines in the Minute Maid lettering but with all the info and the orange and yellow text boxes make it seem more complicated. I think MM really had it right with the old label.
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