Following a barrage of consumer complaints, Tropicana has decided to scrap its short-lived minimalist new look:

Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month.

Also returning will be the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.

The company claims the changes were made not due to the volume of complaints, but because of criticism from some of their “most loyal customers”. But if a handful of comments by wasabigelatine readers is any indication of public opinion, I wouldn’t be surprised if the negative reaction to Tropicana’s new design were much more far reaching.

Tropicana is keeping its new ad campaign, however, which has been received positively, according to the article. I like its warm-fuzzy, nurturing feel, evoking memories of my mom pouring me a glass of orange juice for breakfast every day. Familiarity is good when you’re dealing with a basic food that has such strong associations with childhood and family, which I think is why there was such a backlash when the brand scrapped the emotional icon of the straw-in-orange.