CPG PRODUCT WEBSITE
Defining the online presence of a new beverage product
Project Roles
Sr UX Writer
Company
Minute Maid/Aguas Frescas
Challenge
The mission was to capture the voice and style of the new Minute Maid Aguas Frescas brand for their new website.
Solution
The brand had developed a vibrant package design that cut through with attention-grabbing colors and imagery. We needed to realize that brand personality in a website, telling the product story with the same attitude.
Delivering the brand tone and attitude
The brand tone of voice is consistently delivered throughout the copy blocks and calls to action.
Unexpected language, vibrant colors, and a deftly handled mix of product shots and illustrations define this distinct beverage.
Continuing the brand voice through product taglines and CTAs
The product labels and calls-to-action create brand unity in style and tone while also establishing product distinction.
Informative details like the transactional language aligns with the brand personality
Even the deeper sections of a site still need to carry the brand flag. Here, visitors move seamlessly from product display to purchasing info while maintaining brand voice.
A sense of the flavor before the first taste
With little to customize structurally on the product display pages due to backend limitations, the job of creating distinction and a sense of the beverage rests on the product descriptions.
