Tropicana Logo & Packaging Kicks Ass

October 30, 2008

We’ve been seeing the changes to Pepsi, Mountain Dew, etc. PepsiCo also revamped its Tropicana brand recently, and its shown above. Similar logo, but entirely different logo usage and packaging. As the title of this post indicates, we like this work a lot. Here’s why:

  1. It is bold. It will stand out on the shelf – and that’s ultimately what we want. The job is to sell orange juice in a sea of orange juice providers. The bright orange and big, clear fonts help it stand out.
  2. We like the colored tops to indicate different types of juices. This may turn out to be less effective though – its a new lexicon for the customer to learn. Time will tell.
  3. They went right after the packaging from Fresh & Easy and the other well-designed, less expensive store brands. Well done.
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4 Responses to “Tropicana Logo & Packaging Kicks Ass”

  1. [Charlene] Says:

    I like the redesign. I purchase Silk (soy milk) and I spot the flavor I want by color, so I think people will catch on the color coding quickly.

  2. wahaso Says:

    I don’t care for this design – but it’s a far cry from the generic crap that is actually showing up on shelves this week. The new design looks like a poor version of a store brand. As a past steward of this wonderful brand, I almost cried seeing the hack job on my grocer’s shelf today! :-(

  3. wahaso Says:

    OK – Here’s a link to scans of the actual package on shelves. I would hardly say this “kicks ass” unless we are referring to a death kick to the brand’s identity!

  4. Stu Gitlow Says:

    Awful redesign. Saw them today at the supermarket. Nearly impossible to tell which is which. The colored strips across the top only distinguish pulp quantity. To tell if one is the Low Acid or other variety requires finding and reading difficult to read small print elsewhere on the carton. The only thing that stands out is the orange color – yes, it’s orange juice. Knew that already. What I want to stand out is the Tropicana name and the variety, not the orange color. If this were a computer UI, it would have been killed at the beta stage.


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