Tropicana Rebrand Fail
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- Iggyboo0
I am not a huge fan of the way they handled the orangejuice container but I do not mind the rebranding. The type is simpler, I just agree that the packaging looks more perscription medicine than it does oj. But I am sure they will do another round of creative to find a better solution all the while gaining market attention with their new brand. It's not that bad is it?
- jimbojones0
bad rebranding, ok packaging
- instrmntl0
i liek the orange cap. it shows a little effort on their behalf.
- sputnik20
i noticed this rebranding over the weekend and thought it looked anemic and totally lacking in personality, which tropicana always had.
- adamrobertson0
Packaging and rebranding are both failures and ugly IMO. On the other hand, I actually dig the Pepsi rebrand, so what do I know?
- PIITB0
It looks to me, a bit like prescription medication.
- instrmntl0
kinda looks like they aimed to the yuppie whole foods crowd, which in that case seems to work for me. i'd totally grab that out of the fridge after a hanging out at my private day spa.
- mg330
- play0
I might add that it looks like prescription medication
- ninjasavant0
brand: meh. packaging: i like it.
- inkpink0
wah-wah boo-hoo. we'd all be outta work if these companies clung to brand nostalgia like designers seem to.
looks good to me. i liked the pepsi rebrand too.
- +1adamrobertson
- no comment on bad tasteanxious_arms
- The orange juice? I've always preferred Simply Orange too.adamrobertson
- doesnotexist0
professional sports teams sometimes to the throwback jerseys, big brands should do the same.
- janne760
good graphic design goes only with good marketing/strategic research.
here both went wrong, esp. the latter.
- play0
last night I must have chugged half a carton of the "most pulp" version of their juice. it was delicious.
- plusminusbox0
mm i kind of like it.
- marketing/strategic research doesn't mean anything. it only tells you what people are comfortable with...plusminusbox
- nonsensekelpie
- uberdesigner0
the new one looks like a generic brand
- that was their original idea. To make it look like a generic brand.SoulFly
- BonSeff0
http://www.subtraction.com/2009/…
"“Arnell said the team was instructed to use “Obama-esque design language that was clear, simple and profound.” This meant placing the words: “100% orange pure & natural” front and center.”
Oh, is that what that meant? I love me some BarryO, but as a designer, if your boss ever tells you to “Obama Up” your design, tell him to Bush Up his strategery. "
- shitehawke0
Looks like cheapo Tesco own brand to me.
- raf0
Sales 20% down after rebrand
http://adage.com/article?article…
Supposedly they also added an artificial sweetener to the formula to secure the fail.
- 5timuli0
Can't wait for the brand retreat, I liked the old design way better.