Creation of the new flexible and streamlined packaging system was led by the in-house design group at Coca-Cola. "We started this process working closely with the global juice team to understand the objectives and the strategy of growing our juice business," said David Butler, VP of Design, The Coca-Cola Company. "This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose." By uniting the juice brand portfolio under one scalable framework, new packaging can be introduced quickly and efficiently, ensuring a consistent global design that builds brand value while minimizing operating costs and increasing productivity for local businesses worldwide.