Fresh Squeezed
February 27, 2009
Tropicana's fresh branding
This week Pepsico announced it was reverting to the old Tropicana packaging design after the re-design “created confusion in the grocery aisle and put off loyal customers.” The re-design was done by Peter Arnell, the same designer who created the new Pepsi logo and packaging.
Have you seen the re-designed Tropicana packaging? What did you think? Are they giving up on the design too soon?
Leave your comments here.
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1. Stephen Rovetti | March 3, 2009 at 9:02 pm
I first experienced this new packaging at the supermarket, and have to say, I was confused. I had a bit of trouble trying to figure out exactly which juice was which. I listened to Peter Arnell attempt to explain/defend his design philosophy and motivations behind this brand change, and I really think he fell short. The rumored pricetag of this project is absurd. He almost sounded like he was searching for sympathy when he was talking about the hard work….
Come on. It really was a failure, and I hope that he’ll become a better designer for it. There is a ton of hype surrounding this guy; now it’s time to reflect…. better luck next time.