By now you’ve probably seen Tropicana orange juice’s new design. Gone is the iconic straw stuck in an orange; it’s replaced with a semi-abstract closeup of a goblet of orange juice. The typefaces have also been modernized and the brand name relegated to a vertical treatment on the right side. It’s so minimal — generic, even — I had trouble recognizing it when I first saw it at the grocery store. I thought my regular orange juice had been replaced with a trendy new superfood beverage.
wasabigelatine wants to know: What do you think of Tropicana’s new design?
9 Comments
It’s the change we need in orange juice package design. Nah, seriously though, I like it. the modern look is nicer, and I gotta say I dig their outdoor ads as well. looks good.
The straw in an orange is a more direct symbol, though, and has a sense of humor about it.
Whoa, I hadn’t noticed. It’s really…plain. That is the most boring word I could use for such a boring design.
Tropicana had been my normal brand, but I’ve defected to Simply Orange.
Attractive, but very minimal. I can see why you might mistake it for generic. The most “branded” thing about it is the little leaf over the i in Tropicana. I like that, but I can’t imagine why Tropicana would. Perhaps it’s better to “look generic” during a time when people are trying to save money?
The orange with the straw has basically been replaced with the “100% Orange pure & natural” text. Same selling point, but less visual and humorous in the communication. More overt, too. I wonder if people missed the point of the orange?
(I know the orange illustration had the text, too, but it was smaller.)
> I wonder if people missed the point of the orange?
It’s possible, though I clearly remember the commercials where people were chasing an orange that was rolling around the table and trying to stab it with a straw to suck out the juice. Funny and memorable, and really communicates how fresh the juice is (or at least portrayed as such).
Thanks for this post.
I love Tropicana OJ. I think its by far the best grocery store OJ out there (I’m sure there are expensive premium brands, but I’m talking about the more common ones, Minute Maid, Simply, Dole, etc).
I hate this new design. I understand the modern, minimal theme, but minimal doesn’t have to equal bland.
Why couldn’t they have updated the package with a modern orange and/or a modern straw? Kind of like the Apple logo or something. That straw looks like a barber pole. But its a great logo/symbol. I remember as a kid I stuck straws into oranges and hopelessly sucked my brains out in order to get a few drops of juice. That was stupid, I know, but it was all because of Tropicana!
In an age where Target, Safeway, Walgreens are producing generic food items, the only thing these people like Tropicana have are taste and branding.
Tropicana still tastes great and that’s why I’ll always buy it, but if I were them, I’d be watching my back and get on top of things and stop with this crappy packaging.
And it also reminds me of vitamin water, which I hate bc it looks/tastes gross. That’s strike two.
I dislike the new look a lot. It looks like that box should be used for the generic version of Tropicana. Like they couldn’t afford to make something better.
The older look had a more direct sales pitch, “It’s like drinking an actual orange.. natural, clean, simple”
I would probably overlook at packaging and just go for a familiar look, like Minute Maid.
I clearly remember the commercials where people were chasing an orange that was rolling around the table and trying to stab it with a straw to suck out the juice…
Those ads really made the point well! But perhaps they have too many (potential) consumers who don’t remember or want something new?
I don’t like the new design. It’s easy to associate new packaging to a change in the product. Some companies are “watering down” their products to save some money (like a lotion I recently bought - wasn’t happy with the new version). Not that Tropicana is necessarily doing that, but I prefer the old packaging!
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