The sucky new Tropicana orange juice cartons

Steven Heller asks why Tropicana redesigned the packaging for their orange juice.

What could Arnell, the agency that did the deed, have been thinking? It’s one thing to change the logo; it’s another to abandon the mnemonic orange with the straw in it. As package imagery goes, it was pretty smart, and decidedly memorable.

He goes on to call the redesign “a big tactical mistake”. I’m a Tropicana drinker and I think the new packaging sucks. It’s impossible to figure out at a glance which juice is which because all the packages look the same, aside from some thin lines at the very top. Horrible.

• branding
• design
• food
• orangejuice
• Steven Heller
• tropicana