So i’m at the grocery store the other day and i need to pick up some orange juice. I always get Tropicana pulp-free plus calcium & vitamin D in a half-gallon carton. I’m looking and i see other Tropicanas – lots of pulp, some pulp, probably something with fewer calories than normal – but not the one i prefer. Then i realize, that goofy-looking carton is my orange juice! It is, actually, Tropicana, and it’s the type i buy religiously.
This is a really bad redesign, if you ask me, for several reasons:
- The brand name is flat color, it’s smaller than it used to be, and it’s VERTICAL. I didn’t notice it for quite some time.
- It’s not as easy to tell what kind of oj you’re getting, ’cause it’s labeled in a tiny strip up at the top of the carton
- That text running vertically along the entire carton…? Who’s going to put her head on sideways for five minutes to read that?
- It just looks nothing like what it used to. It’s not recognizable.
Photo found on TheDieline.com – check out their post about the redesign
I’ve been complaining a lot lately about packaging redesigns – but seriously, what are these companies thinking? At least Tropicana’s new package isn’t as bad as the Sierra Mist bottle, though.
Wednesday, January 14th, 2009 4:46 pm • graphic design
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January 14th, 2009 at 4:52 pm
I agree. It’s minimalistic, but it’s too minimalistic to the point where you don’t know what you’re buying. If they don’t have a photo of the product on there it should probably say in a larger font on there what the hell it is.
January 14th, 2009 at 4:59 pm
Oh – and if you read the Dieline article, there’s a bonus English mistake in there. The new packaging “literally caught [her] eye.”
That makes it much, much more frightening. Watch yourselves next time you walk by the OJ at the grocery store!
January 14th, 2009 at 5:00 pm
Hmmm. I have to disagree. I noticed it right away on the shelf and actually turned to Nate and commented about how I thought it was clean and unique. I thought the huge glass of orange juice was pretty appealing…made me thirtsy.
January 14th, 2009 at 5:11 pm
totally agree. All this modern/minimalism in food packaging just looks unappetizing; it’s a trend that needs to stop! I think it’s indicative of designers going to these trends for trends sake (vitamin water et. al) instead of actually designing the best thing for that specific product…
However, I can get behind something like the new pace salsa packaging redesign: http://www.netfoodie.com/wp-content/uploads/2008/06/pace-triple-pepper-salsa.jpg
ps. tropicana (some pulp) orange juice is my go-to-orange-juice. It received super high marks in Cooks Illustrated some months ago.
January 14th, 2009 at 6:49 pm
It looks like some sort of prescription medical juice. lol
January 14th, 2009 at 8:19 pm
I stared at the OJ for about five minutes before finding it. I couldn’t find the “pulp free” version, though, so I’m back to eating shredded orange flesh in my juice.
It’s funny, you’d think if they’re changing the design, they’d change the package, too. the ARC won’t take these cartons.
January 15th, 2009 at 8:13 pm
How DARE they?! This from the girl who chose her beer by the label she liked the most?! Shocking!!! Just teasing, I actually agree, pretty lame. Reminds me of the new Snapple label, you seen that one? I’d love to hear your rant… I mean, thoughts.
January 16th, 2009 at 2:43 pm
So, it turns out Pepsi Co is behind ALL of these bad designs. Pepsi (obviously), Sierra Mist AND Tropicana.
I don’t know if they’re also behind Snapple, Dus, but that one’s disappointing for the same reasons Tropicana is. It looks more nicely done than Tropicana and doesn’t have the bad typography, but it’s boring. The old one was quirky & unique.
January 21st, 2009 at 12:53 pm
Certain positive emotions were sparked within me simply because my eyes were feasting upon something new and different. After all, variety is the spice of life. So I bought two flavors because I had a coupon for $1 off when you buy two.
Then I took them home and poured myself a glass of the flavor I didn’t want, because it’s more difficult to identify.
Anyway, the Tangerine-Orange flavor is super.
The more pulp the better: that’s my motto.
February 2nd, 2009 at 6:07 pm
Hey, I was going to blog about this! I saw this in a Target and had to take a picture. To me it looks like one of those generic beverages you see in movies depicting life in the 40s or something. Very retro.
July 2nd, 2009 at 5:23 am
I will have to disagree on the design of the new tropicana. I really like the very soft and fluid design. However, I do agree it is hard to find for the first time. But now that I found it and know what the new package looks like, there is no issue. As far as the labled type, it is a little small, but it is still color coded.
July 2nd, 2009 at 5:24 am
It looks like a generic store brand if you ask me.
July 2nd, 2009 at 5:24 am
Oh grow up. Go back to school and focus on your reading. Not only does it say pulp free on the center top of the carton, it is in pretty big letters at the top of the main carton. Can’t read Tropicana vertically, don’t blame the designers, go back to school and practice your reading skills. Don’t know your age, but people these days are used to looking at things from a variety of angles and perspectives. I had no problem identifying the things you were looking for. Change is a part of life, get used to it.
July 2nd, 2009 at 5:29 am
One more important thing, the carton is taller at least on the light one and it does not fit in the refrigerator
July 2nd, 2009 at 5:30 am
My wife brought home a carton of tropicana, and the first thing I said to her was “That’s the worst design I’ve ever seen. Why did they do that?” It looks like it’s from the 70′s and does not look attractive.
July 2nd, 2009 at 5:30 am
Hate that new design. I don’t feel like buying it just because of that. I like the seeing Orange right there. I like seeing the type of OJ (lots pulp, no pulp, etc) right blasting on the carton. Go back to the old version!
July 2nd, 2009 at 5:31 am
Not just the redesign is costing them money. They raised the price from 2 to $5, to 2 to $6, 2 2 to $7. If the redesign is making you lose profits, raising the price sure isn’t helping. I can deal with looking for which juice I want but my kids go through this a 1/2 gallon a day. 2 for $5 is all I’m paying. I’m sick of new formulas (prime example Honey Combs never leave the shelf), I’m sick of redesigns and I’m sick of shrinking packages at higher prices.
July 2nd, 2009 at 5:36 am
having grew up on Longboat key/Bradenton Fla. Tropicana’s home town. i just have to say,no matter what the carton look’s like there is no better tasting,Higher quality made o.j. in the world ! i will always look for & have tropicana o.j. in my household ! a loyal local customer since the 70′s
July 2nd, 2009 at 5:36 am
Depressing! You people are idiots. This is actually the best design that Tropicana has had. If you just READ the labels rather than look for the GIANT EYE CANDY ILLUSTRATIONS you will find what you want. The previous design you all seem to favor is horrible. Does the T in Tropicana really need to look a tree. Stupid! Seriously, what do ANY of you know about design. Just because you can see doesn’t mean you know what you’re looking at.I am sure Tropicana will be going back to this though, so you can all be happy again.
July 2nd, 2009 at 5:39 am
I think it looks generic too. And bravo to Ashley for noticing that it was a glass of orange juice.
Maybe the people designing the packaging are the same people who are creating those scary Burger King commercials?
July 2nd, 2009 at 5:40 am
The package re-design is simple – it is a disguise for ripping you off. If you check out the “old” 96 oz. “bottle”, they reshaped the bottle and now only put 89 ozs. in it. Unfortunately, the 89 oz. bottle selld for the same price that the 96 oz. did, increasing Tropicana’s profit exponentially. When I realized the “scam” they were pulling, I immediately switched to Florida’s Best !!!
July 2nd, 2009 at 5:42 am
Nothing says pure OJ better than that big 3D like image of an orange with a straw in it. Additionally, I much prefer to read type on any product horizontally rather that vertical. Some thing are best when left alone.
July 2nd, 2009 at 5:44 am
Interesting. I thing it lookd like a generic brand and didn’t notie it at first. The package is clean and uncluttered but doesn’t really look like the brand you want. I bought the wrong kind by accident and the kids wolodn’t drink it.
July 2nd, 2009 at 5:47 am
I agree this is the worst. For me it was right up there with the Tide and Pantene repackaging all of which I stopped buying. I’ve had it and more times than not the product/ formula itself has been changed as well. Who are running these companies?
July 2nd, 2009 at 5:49 am
I agree with the poster who posted this article… this is what I call thoughtless advertising. The packaging looks so generic but worse. You’re paying for a premium brand of OJ after all.
This one is easy to pass up because it doesn’t show a juicy orange that makes you thirsty by looking at the picture.. the advertisers really are doing a poor job… my three year old son can color an orange for you if this is how you want to save money, or more importantly, lose it.
July 2nd, 2009 at 5:49 am
Some people just need to complain. I find the carton acttractive. I had no problem locating the pulp free which is what I buy. I particularly like wjere the bright orange cap is.
July 2nd, 2009 at 5:51 am
i agree… i love tropicana… i hate the design… i can’t believe they launched this… it sucks… but the product still tastes great… hopefully they won’t screw that up. will be interesting to see how they fix this mess….
July 2nd, 2009 at 5:51 am
Please tell me you are kidding. “Who’s going to put her head on sideways for five minutes to read that?” Please let me know the last time you read the nutrition panels of any (other) foods – or drinks. I have a revolutionary idea for you – TURN THE PACKAGE, NOT YOUR HEAD. This is a perfectly lovely package that caught my eye immediately. The “Some Pulp”, “No Pulp”, etc. labelling is twice on the package – the top seal of the container, highlighted in color, and again on the front. If you would get off your cell phone or stop texting you might see it.
July 2nd, 2009 at 5:53 am
I agree totally. Tropicana’s new label looks completely generic. I was surprised to realize just what it was. Big mistake for Pepsi!
July 2nd, 2009 at 5:54 am
I was surprise, I went home with something I had nerver seen before, my daughter and me did the same thing we both said what happen, I thought it was a joke, and someone was comming out to say something. Not funny. I’m a senior and that was not good for me.
July 2nd, 2009 at 5:56 am
I don’t like it either. Looks like a cheap brand instead of Tropicana.
July 2nd, 2009 at 5:57 am
ok… guess you felt embarrassed too! The strip at the top of the carton is actually helpful. It doesn’t get lost in the color. If that was all they did, being a shopper that doesn’t always have time to compare, I would find it much easier to spot. But you’re right, the rest of the carton looks generic. Nothing about it would stand out against a store brand carton. And while I do not take the time too often to read that label on the side of the carton… and I’ve honestly never witnessed anyone else do it either… I can imagine that if you did, that would be annoying. (Plus, when I am sitting at my table in the morning waiting patiently for my brain to catch up, I would then notice!)
Nice try, Tropicana, but did you test market this?
July 2nd, 2009 at 5:58 am
The new design is so unrecognizeable as my Tropicana brand that I have totally switched to Simply Orange. I don’t have to lean sideways to read the writing and I can see the OJ in the bottle. Sorry Tropicana, I was true to you for many years but you blew it with the new design.
July 2nd, 2009 at 5:59 am
This new branding is very bland compared to their very recognizable orange with the straw logo. Companies are so desperate right now to reach a broader market that they are willing to throw away some very old diehard logos for something new in hopes of grabbing a larger market share especially among the younger generation. Older people in particular are going to have a hard time reading this new packaging. I’ve been in the ad business and was always taught to keep it simple but easy to read.
July 2nd, 2009 at 5:59 am
If it ain’t broke, don’t fix it. The original design is, or in this case, “was” all American. It all goes back to the commercial when they stuck a straw in the orange and took a sip. That’s a Classic.
Are they trying to save money on toner by using generic colors and hues? It’s back to the drawing board for you, cheezy graphic designer.
July 2nd, 2009 at 6:00 am
get a life
July 2nd, 2009 at 6:04 am
who really cares what the carton looks like there are more important things to complain about then oj
July 2nd, 2009 at 6:11 am
its typical for people to complain, they are never happy about anything.
Because they do not like change.
It not that big of a deal.
July 2nd, 2009 at 6:14 am
I totally AGREE! I was so irritated to have to spend almost 10 minutes to find the specific type I usually buy (Low Acid No Pulp) and then was thinking anyone with a sight issue would NOT be able to read the container labeling to figure it out…the print was so small. Sure enough as I passed by the display a second time there was an older couple picking up the containers and straining to read the label.
July 2nd, 2009 at 6:17 am
The juice still taste great. But didnt they know that people relate to food with colors. The old packaging looked appealing to drink with the oranges. Next time ask the public to participate in designing it instead placing the fate of OJ in the hands of people that probally dont drink tropicana. This new package looks like they are trying to save money on coloring the packages. Contact me I have some great ideas.
July 2nd, 2009 at 6:26 am
Tropicana must have hired the excutive from Coke – Cola that thought of the ” NEW COKE” !!!!
July 2nd, 2009 at 6:35 am
Give me a break. Buy the orange juice and MOVE ON!
July 2nd, 2009 at 6:35 am
I disagree.
I think the redesign in okay.
There is clearly a picture of the product… there’s a glass of orange juice.
I’ve been a fan of Tropicana since I was a baby. and I like the redesign. I see nothing wrong with the packaging.
Minimalism in design is not a bad trend. Only the tasteless and gauche would object to the “less is more” design philosophy.
KS
New York
July 2nd, 2009 at 6:43 am
old design is much better
July 2nd, 2009 at 6:50 am
very bad redesign!
July 2nd, 2009 at 7:04 am
good grief! it’s not that hard to figure out!
July 2nd, 2009 at 7:13 am
The traditional Tropicana packaging was eye catching and gave the consumer that comfortable feeling that comes with the perception of buying a healthy, thirst quenching, natural product. The newly designed container gives one the feeling that they are buying a “10%” juice, sugared water product. Thumbs down
July 2nd, 2009 at 7:16 am
I agree. I couldn’t find it on the shelf because the new design is so generic
July 2nd, 2009 at 7:24 am
I cannot believe the whining about the labeling of this product. For goodness sake, we are in a depression people, and families are living on the streets. Do you think they are quibbling about whether or not they can identify an orange juice label? We as consumers are used to in your face advertising and if the juice is the same as before, then is it worth all this energy? Take the 4 seconds to find it and move on! I’m sure there are many more wasteful things to do besides discuss this!
July 2nd, 2009 at 7:41 am
Oh please! Americans are so uptight about everything. So what if Tropicana changes the look of their juice cartons!?! get over it and get with the times…this is–after all–2009!
What should get you fired up is the fact that Tropicana is selling some seriously overpriced juice. Oh, and that REAL orange juice does not taste like that. Now that’s something to worry about–worry about what you’re putting in your body not what the ink on the carton looks like!
July 2nd, 2009 at 8:00 am
you guys have wayyyyy to much time on your hands. get a hobby. get a girl. get a boy. do something instead of examining labels – on orange juice of all things. good god get outside and enjoy the day.
July 2nd, 2009 at 8:13 am
it looks more expensive haha
July 2nd, 2009 at 8:28 am
If you have a product that SELLS well, why spend more money on an advertising budget in these economic times.
One better fiasco is the Organic Silk label remaining unchanged with one exception, removing the word “organic” and the USDA organic label, changing little to nothing more. That may be more fraudulent, and more of an apples and oranges thing, than this new retro Tropicana label though.
We also had problems in finding our favorite Tropicana O J.
July 2nd, 2009 at 8:33 am
Well if you looked, the type it is is on the body of the carton as well as on top. It seems to me you need a good pair of glasses.
July 2nd, 2009 at 8:35 am
the new tropicana design looks like a generic brand…. the new oreo cookies design looks very modern… almost as if you were no longer eating a cookie that is not that great for you!! made me buy a package the other day.
July 2nd, 2009 at 8:36 am
Looks like a cheap store brand if your walking by. If I did not look closely I would pass it for the next brand.
July 2nd, 2009 at 8:38 am
Couldn’t agree more. “If it aint broke, don’t fix it” !
July 2nd, 2009 at 8:45 am
Sorry, but I do not like the new design at all…it looks cheap and not really delicious.. I think a lot less people will buy it from now on as the packaging is always very important.
July 2nd, 2009 at 8:47 am
Get a life people!!!!!! It’s orange juice. I don’t care what the container looks like the product better taste good, which it does. I’ve drank tropicana all my life, do you think because the container is for example hot neon pink it would stop me from having a nice glass of juice? PLEASE!!!!!!!!!!! Get a life !!!!!!!!!!
July 2nd, 2009 at 8:49 am
I don’t see what the big deal is. Is it really that hard to read vertical text? I could easily read it without tilting my head. Anyway, this is what trends are coming out of the current graphic design industry. You’ll see a lot of minimalistic type of design work that is supposed to be suited for gen-y people. I definitely see how it could come off as unappetizing, but one needs to know a change in packaging does not equal a change in taste or the company’s history. Who knows, maybe the design saved ink and time, something that would be important in today’s economy.
July 2nd, 2009 at 8:53 am
professional orange juice?
July 2nd, 2009 at 8:57 am
I like the new design myself. Looks cleaner and uncomplicated. If your a true loyal Tropicana buyer your not going to have to look too hard to figure out were favorite is.
July 2nd, 2009 at 8:57 am
if you’re upset over companies changing their labels perhaps because it is wasteful and makes the price go up, I can understand, otherwise, give the designer a break. it sounds childish.
July 2nd, 2009 at 8:59 am
When I saw it, I thoughtt it was generic orange juice with such bland packaging. To tell you the truth, I never noticed that there was a glass of juice on the package. That new cap that was shaped like an orange also leaked.
July 2nd, 2009 at 9:00 am
Thanks everyone else who are disappointed with the new labeling. We, (husband) and myself thought we were the only ones who did not care for the new carton design. However, we did purchase it anyhow and the taste is still the same, thank goodness, they have not changed that.
July 2nd, 2009 at 9:03 am
Some over paid nut in an office that has never been to
a store in his life must have been the one to aprove
something like this ! Went to Collage on our dime,
and has no common sence. But I will help him if he
calls, and I will be happy to teach him “Retail 101″ !
July 2nd, 2009 at 9:05 am
When I first seen the container I thought it was an off brand till I read the name, Tropicana is still my favorite brand, 50% less sugar is my favorite. If this was a way to lower cost it would be even better but I believe the price went up!
July 2nd, 2009 at 9:06 am
It’s good branding (the old design) when my 18 month-old walks in to the office, points at my monitor and says “Odj doos, Daddy!” and then walks away KNOWING what the product is by associating the packaging design with a staple product in her life.
It’s been said a bazillion times, but seriously – what were they thinking?
July 2nd, 2009 at 9:13 am
Actually, I never used to by tropicana because the packaging looked so expensive and I ascociated that with an expensive brand.
Now the packaging is really basic, I would asociate that with a cheaper brand and be more inclined to buy it.
I agree that vertical text is bad (especially when you have alread openned the box, but in today’s society who has the time to read that anyway)
I like it for its simplicity
Thanks
Purple People Eater
July 2nd, 2009 at 9:14 am
just wanted to let you know why all these hits are coming your way. Yahoo’s main page is linking to you on the story about company blunders!
I saw you were posting abouton twitter it in the corner of your page.
Check it out!
July 2nd, 2009 at 9:15 am
Lol, sorry…
I was you were posting about it on twitter, so I thought I would give you a heads up!
Enjoy your day!
July 2nd, 2009 at 9:15 am
Maybe I’m warped but I like it MUCH BETTER!!
July 2nd, 2009 at 9:20 am
I like this new design MUCH BETTER!! It has more nice neat printing and no stupid drawings or dopey pictures that are so common in advertising. It’s neat, nicely printed in easily legible print style. Nice, neat font. Devoid of frills or unnecessary designs that distract from the information. It has just enough colors to make it “pretty.”
I hope this is a new trend!!
Congratulations!!
July 2nd, 2009 at 9:21 am
I feel liberated that I wasn’t the only one with strange feelings over the Tropicana carton. It looked like something you buy in the health food store that was more expensive than my regular juice. So I thought of cost immediately and looked for another brand. Don’t these companies test their products before they make these changes in packaging? The Coke and New Coke fiasco comes to mind from the 80′s.
July 2nd, 2009 at 9:22 am
I’m not getting it. So they changed the carton. I’m not an orange juice groupie, and that may be the problem. I choose my occasional orange juice perchase by TYPE and Price. I refuse to fall victim to flashy packaging, Apparently many are more concerned with the package, rather than the product contained within it.
The same information is on the package. It actually seems easier to observe the information, and the orange with a straw stuffed in it has feen replaced by a GLASS of OJ posistioned to show on two sides of the carton. Damn them for actually using words to identify their product, than a pre school style picture…….
July 2nd, 2009 at 9:25 am
I have to agree that the redesign was not the best choice. I was so disturbed by the Pepsi redesign (especially Sierra Mist). It looked generic (which I’m sure was not the look they were going for) and if it was an effort to look wholesome…that’s a whole nother problem.
July 2nd, 2009 at 9:34 am
You are correct. This is a label design that is not functional nor emotional. Good packaging and branding labeling contain these two requirements: emotion and function. Not all designers, regardless how good they are, are able or capable of designing a good functional and emotional packaging label. The previous Tropicana label was a winner and it was easily recognizable and understood. It told the consumer that there is juice inside the orange and inside the container. It said that the company took the juice right from the orange and placed inside the package ready to drink and it told us that it was fresh. It also directly told the consumer what variety of orange juice it was inside the container and if it was with pulp or no pulp or improved with vitamins and minerals or not. The white gave us a feeling of clean container, the green of the letter of nature or fresh tree leaves and the orange was a direct icon telling the consumer directly what was in the container and this was the emotional part of it. The combination of white, orange and green gave us a feeling of cleanness, freshness and sunny joy. The designers and design director that redesigned it did not understood the process and specific requirements of designing an effective and affective packaging-branding label. From the very first moment that I noticed the re-design I felt that it would become a failure and that Tropicana customers would become confused thinking that it was a different brand or a house brand and would move on or feel uncomfortable choosing their old favorite Tropicana juice. These brands like Tropicana are Sacred Cows and a designer needs to be very careful on how the redesign will be conducted and directed. This designer was not aware of these small but very important labeling design requirement. He is a wonderful, creative and intelligent multidisciplinary and interdisciplinary designer with a great creative staff but he and his staff failed to understand the small details of an effective and functional packaging label. eH
July 2nd, 2009 at 9:34 am
What the nuts? I thought the Rosalina post was nuts, but 76+ comments alluvasudden.
Hey Stef, turns out folks from Yahoo are reading your blog. Enjoy your expanded fanbase.
July 2nd, 2009 at 9:34 am
[...] blog post is the first hit! Needless to say, i’ve been getting a LOT of new comments on the Tropicana redesign post. I just want to extend a warm welcome to all the new visitors to the site, and apologize for [...]
July 2nd, 2009 at 9:41 am
I think its simple and straight to the point, I buy the juice to drink it not look at it. If it is cost effective to make it this simple, than less is more, im only going to throw the box out any way, maybe recycle it.
July 2nd, 2009 at 9:45 am
I agree that the re-design is one of the worst I have ever seen. Tropicana does a great job offering many types of OJ but how can you find them when all the cartons look alike? Someone was plain crazy to approve this marketing design. It must have been an overpaid executive who knows nothing about what the customers wants.
July 2nd, 2009 at 9:46 am
Tropicana is my favorite OJ since the 80′s, I will still buy it, but, did they ever run a commercial for the new design? I don’t beleive I ever saw one? And although I find the new package easy for “me” to read, I totally overlooked it thinking it was a generic brand for quite awhile. I would never stop drinking it because the label sucks, its the product that counts.
July 2nd, 2009 at 9:49 am
I buy this juice every week. I started buying only a couple months ago so this style is all I have ever seen. I will tell you though the package design means squat to me, what did convince me to purchase was; pulp free juice with 50% less sugar, with Stevia added. Enough said.
July 2nd, 2009 at 9:54 am
With all the terrible things happening in this world today, who gives a rip about what a carton of OJ looks like. I buy Tropicana for its flavor and the new improved less calories. Anyone who can read ENGLISH can find this product. We Americans have become too materialistic. Enjoy the fact you can go out and just be able to buy this product.
July 2nd, 2009 at 10:00 am
I actually thought that it was a generic brand that I was looking at and since I feel that the standard of generic is not as stringent as the main brands I almost passed it by until I realized it was my old tropicana in a new design .What was wrong with the old one ?I am of the adage that if it is not broke don’t fix ……..Hello
July 2nd, 2009 at 10:04 am
Buy Simply Orange.It is great and the name says it all.
July 2nd, 2009 at 10:05 am
It looks as though it is the stores generic brand….
July 2nd, 2009 at 10:06 am
Still amazed by this redesign fiasco, Steve. Falls squarely into the classic category: If it ain’t broke, don’t fix it.
July 2nd, 2009 at 10:17 am
They are probably cutting back just like all other companies. I didnt mind the new design, I would rather have them cut back on the expenses in the design vs cut back the quality of the juice.
July 2nd, 2009 at 10:31 am
Like the new look or not, this redesign cost the brand a 25-33% dip in their sales.
Ya gots to know your audience.
ARNELL FAIL!
July 2nd, 2009 at 10:33 am
I agree it looks generic. I was thinking it was actually brilliant on their part. How many people grabbed it without paying attention thinking it was a cheaper generic brand only to discover in the checkout lane it wasn’t?
July 2nd, 2009 at 10:34 am
I think everyone is overreacting way too much about this carton. So PepsiCo is heading in a new direction with their packaging? Big deal. I happen to think this minimalistic look very clean and appealing. This may be naive, but I choose to think that the less design is on the carton, more money is saved from ink and printing costs. Do you really need a picture of straw bursting an orange open into myriad juicy sprays just to know that you are buying orange juice?
I have recently noticed several smaller brands following Pepsi’s design with minimalistic packaging, and I wouldn’t be suprised if this is the “new wave” in packaging design. People, you have to start accepting change.
July 2nd, 2009 at 10:34 am
Looks like they tried to web 2.0 it. That only works for websites. And even then… nobody uses much vertical text. Vertical marketing yes, Looks lame. Thumbs down on the new packaging.
July 2nd, 2009 at 10:38 am
Too funny…had the same thing happen to me when looking for the exact same product. We just switched brands and enjoy that brand more. They had a good thing going and blew it! Oh well, life goes on!
July 2nd, 2009 at 10:40 am
Who cares what the package looks like, I just think it is great tropicana is trying to help save the rainforest. That is why I started bying it.
Thank you Tropicana
July 2nd, 2009 at 10:41 am
Did you miss the fact that the re-design also reduced the volume by 5 ounces?
July 2nd, 2009 at 10:41 am
i do agree with the oj thing, but the comment towards the end was uncalled for. The sierra mist bottle is not that bad, it is an improvement not a downsize.
July 2nd, 2009 at 10:42 am
PepsiCo picked a hell of a time to shell out 1.2 Billion for a total rebrand.
The Tropicana brand alone lost about $35 Million in sales as a direct result of this fiasco.
And have you seen their new SIERRA MIST packaging?
July 2nd, 2009 at 10:44 am
I agree that the redesign is terrible! I’m glad to see that people are talking about this because I was thinking the same thing! I wonder how much they invested to have a packaging agency redesign this… only to fail. Heard of market research??
July 2nd, 2009 at 10:45 am
Tropicana should be in the tropics with orange trees on the container. Try that. Want more ask.
July 2nd, 2009 at 10:49 am
This PepsiCo rebrand came with a 1.2 Billion dollar price tag.
Bravo!
July 2nd, 2009 at 10:49 am
The new packaging is pretty bad. at a glance the word Tropicana does not stand out. The worse thing is, expecting a pint (16oz) of juice and now is 14oz.. Looks like they are ripping the consumer off by 2oz.
July 2nd, 2009 at 10:49 am
really? i thought this article was bout how the bottle maybe broke, or easy to break, not how it looks.
are you seriouse? and if you want to read it tilt the box sideways, only a real idiot would tilt thier head sideways to read it. and its how the product tastes, and if its convenient for your fridge storage. i havent even noticed that the boxed changed, i just buy my oj and get along with the rest of my life which is something you aught to do one day.
July 2nd, 2009 at 10:55 am
I’d be surprised if Pepsi didn’t drop this design and go back to something more along the lines of it’s previous look.
July 2nd, 2009 at 10:56 am
wow get a life an quit whining
July 2nd, 2009 at 10:59 am
This what happens when junior marketing managers get their hands on things. Advertisinf Ad Agency should have done a better job.
July 2nd, 2009 at 11:03 am
Maybe it was cheaper to make the carton this way. It’s very simple than the old design, not as many details and I know that everyone, everywhere is trying to cut costs.
July 2nd, 2009 at 11:03 am
people are just stupid.
carton looks fine – different does NOT = bad…..
it will prove to be a good move over time
July 2nd, 2009 at 11:04 am
Seriously? This is what people complain about these days? As if the container appearance is going to destroy the contents somehow. I can’t believe yahoo directed me here as the answer to its news report about tropicana’s design disaster and I can’t believe yahoo thinks it’s newsworthy.
July 2nd, 2009 at 11:05 am
We are officially done as a nation as people blog and respond to an ad about a carton changing its design and more importantly having a copious amount of opinion about it. Go cure cancer and get off the web please.
July 2nd, 2009 at 11:12 am
You can ignore the all professional critics and design industry leaders who agree that this rebrand was a failure . . . but the unwashed public has spoken and they hate it.
There may be no recognizable logic to it but you can’t deny the numbers.
July 2nd, 2009 at 11:12 am
[...] Sources: [1] Brand New: Pepsi Takes the Tropic out of Tropicana [2] Tropicana Line’s Sales Plunge 20% Post-Rebranding – Advertising Age – News [3] Ries’ Pieces: Tropicana gets Squeezed [4] Orange-Juice Firestorm: Tropicana Redesign – Eye on Packaging – Blog on … [5] Why Did Tropicana Redesign? // NoahBrier.com [6] Tropicana, Pepsi Overhaul Packaging | Serious Eats [7] The controversial Tropicana redesign is rolling… ” redesign:related [8] ” Tropicana Redesign | 33% Disaster – Steph Adamo’s Blog [...]
July 2nd, 2009 at 11:13 am
Don’t ya just love the corporate America design!
July 2nd, 2009 at 11:14 am
And I love the “quit yer bitchin!” and “this is what people do with their time?” comments.
Talk about a real waste.
July 2nd, 2009 at 11:15 am
Get over it and just drink your fricken juice!!! If it was your favorite before and a package is going to change that well then so be it.- switch to a brand that doesn’t taste as good to you but looks prettier! That is the American way after all. It sounds like some of you need to get your eyes checked – perhaps a new prescription? The Trop 50 is the clear winner here with less sugar and calories. This is what you should being paying attention to, not dissecting the design of the carton.
July 2nd, 2009 at 11:16 am
I’m amazed people sit around and chat about this stuff…I thought I never got stuff done. Now I know I’m not alone!!! ORANGE JUICE…Really!!!
July 2nd, 2009 at 11:16 am
I love the new design!! Especially the adorable little “orange skin” cap!
July 2nd, 2009 at 11:16 am
Confused it for grapefruit juice the first time i saw it! Good job Tropicana!!!
July 2nd, 2009 at 11:20 am
I can see what you mean it is different but for America. It acually looks Europian. In Europe they use less ink, less graphics, and the basic info. It is more recyleable friendly. Less waistful. And no affence but have you thought maybe your just not good with change.
July 2nd, 2009 at 11:23 am
maybe your not good with change
July 2nd, 2009 at 11:28 am
I started to buy the product, 50% because I liked its simplicity and the 50 really stood out because I am not into much sugar. I am one customer that Tropicana gained because of what I think is the cool vertical design and I am in the business.
July 2nd, 2009 at 11:28 am
I happen to like the “back to the basics” approach that Tropicana is taking. I think that all packages don’t have to SCREAM at you in order to get your attention. Also, if you have had the product and know the quality, you are going to keep buying it anyway, so why complain? It’s what is in the carton, not ON the carton. Is this really worth complaining about?
July 2nd, 2009 at 11:30 am
I know something that will help you-READ.
I don’t have a problem with it and my eyes are as bad as anyone.
July 2nd, 2009 at 11:32 am
Funny how some companies / people consider a redesign necessary, even if it’s just to “renew the image” in the public eye. Sometimes familiarity doesn’t breed contempt.
Personally, I’d have marketed (if that was even needed) using the old logo and taking a “some things don’t need to change” approach. Products like this are somewhat iconic in their own way and with so much in the world changing, it’s nice to have some familiar things around.
But then, I’m just a small marketing guy, not a highly paid executive at an enormous company who probably has a much better idea of what the public wants
Great post!
July 2nd, 2009 at 11:33 am
I stopped buying Tropicana when the did the redesign. My very first thought was, “that looks like the Equate (WalMart) brand!” What were they thinking?!?! I’m now buying something like Florida’s Homestyle. I feel bad for the guy (or girl) who just got fired over that idea. Sometimes taking a leap works, and somethings…it just doesn’t.
July 2nd, 2009 at 11:33 am
They just need to change back to the old design. It was sooo much better! Pride be damned — if it ain’t broke, don’t fix it. Or, as in this case, if it ain’t broke, don’t break it.
July 2nd, 2009 at 11:33 am
What pathetic little person writes sh*t like this? Who needs 5 minutes to read the side of a juice box? Who needs a head tilt to read sideways?
Are Americans the stupidest people on the globe…?
You will actually bother with the design of a beverage, but you don’t care about torture, human rights or even the quality of the actual juice?
Sorry mother*******….
July 2nd, 2009 at 11:59 am
lol I’m just laughing at all the comments posted on July 2nd compared to in January when you first posted this. Good grief people are mean.
Also — designers care about “stupid sh*t like this” because it’s our job to make everything lovely and easily accessible to other people…and in most cases, to make people like a product enough to buy it.
July 2nd, 2009 at 12:08 pm
Seriously, look at the original design it just makes sense in every element.
You may think it’s a small nitpicking because hey “Just read the carton…” but it makes things way less efficient. The old design every element of the product (brand name, flavor, pulp/no pulp etc) was featured so you could glance and see what you wanted easily.
With the new design nothing stands out, not even the name.
July 2nd, 2009 at 12:09 pm
[...] post idea came to me after I read a very good entry on Steph Adamo’s blog titled "Tropicana Redesign", in which Steph points out that there was nothing wrong with the "old" Tropicana carton [...]
July 2nd, 2009 at 12:34 pm
All I hear is “wah wah wah read a little bit” when all I want to say is “wah wah wah read between the lines a little bit.” Hyperbole and sarcasm, people!
Also, design is actually a moderately important thing in this culture. And if you’re IN design, you notice when other designers do stupid shit. I’m IN engineering, and I notice when other engineers do stupid shit. Clearly, Jack, you’re IN fast food, so I’m sure you go into a goddamn tizzy when you see a bad french fry.
July 2nd, 2009 at 12:43 pm
I hope you dont take any perscription drugs.Rx font changes all the time on pill bottles.Get glasses and slow down your life.Whats your hurry? Or do you want to die fast? Be put in a pine box ! With no labels of course.
July 2nd, 2009 at 12:48 pm
Can’t believe folks have the time to worry about small time stuff like this. Get a life !!!!
July 2nd, 2009 at 1:39 pm
It might as well be generic for all the attention it brings to the brand. I would be at the store and assume they no longer carried my brand, tropicana…..
July 2nd, 2009 at 2:07 pm
Ehhh..I like buying things that I have no idea what they actually are. It’s like orange juice Christmas! Who knows what I’ll get and if I’ll actually drink it?
July 2nd, 2009 at 2:11 pm
I hate the new packaging. I am a loyal Tropicana drinker and almost didn’t buy it anymore because it bugged me so much!!!!!!!!!!!! The other container made you want to drink it. Who doesn’t want their juice to taste like you are drinking it straight from the orange with a straw???? Everyone is trying to modernize the look of their products.
July 2nd, 2009 at 2:12 pm
Wes, some people actually make the designs that go on packages. Its there business to absorb and critique many of the things many take for granted. It’s amazing what a difference a poorly designed package can mean in terms of whether or not a customer even notices, much less buys a product. But yeah, let’s all get lives!
July 2nd, 2009 at 2:21 pm
Looks pretty good to me. Don’t know what all the fuss is about.
July 2nd, 2009 at 2:25 pm
WHO cares about the design,you all just don’t have anything to do,it taste the same!!!!!!! Great!!!!!!!
July 2nd, 2009 at 2:27 pm
Ever since I read that Tropicana uses juice from oranges in Brazil as well as Florida, I switched to Florida’s Natural. The juice is made from oranges in Florida and Florida only.
July 2nd, 2009 at 3:38 pm
You people need a serious life….in the worst way…
July 2nd, 2009 at 3:46 pm
As a package designer of 3 decades, primarily fragrance and toiletries. I thought this was some generic replacement as Tropicana ran out of their regular packaging. I not only agree with all the faults you found, but thought the carton looked like a 3-
color job instead of 4-color process.
And it was certainly MORE difficult to find the juice of your choice.
July 2nd, 2009 at 3:50 pm
To Wes, this is not SMALL stuff, if you are losing millions of dollars in sales because consumers can’t find or recognize your product.
This has a long history, from ‘space-age’ Lestoil, to Friendship Cottage Cheese. Many products ‘beg familiarity’ and a redesign has to encompass that.
Classico Sauces redesign every few years – but never go ‘space-age’ and maintain an old world feeling for their products.
July 2nd, 2009 at 3:56 pm
It is NEVER less expensive to redesign…so much money to promote old pkg, and it was great. This redesign is poor, badly received and a big waste of money. Whoever approved this should be let go immediately! Sales are in a downward spiral because the product is no longer recognizable to the long time consumer…and it isn’t attracting any new customers either. It also cost so much $$$ they reduced the ounces and raised the price. Strike Three!
July 2nd, 2009 at 4:05 pm
Sorry, I’m feeling so chatty.
Posty?
This design looks like something that might come out of a packaging design class in art school a week after the class studied ‘Swiss Design’.
Professional designer should process everything they have learned in school and work experience to arrive at the best visual solutions.
I have found that ‘Swiss design’ is great for pharmaceutical and Industrial packaging but rarely is successful for FOOD.
THat doesn’t mean it can NEVER work. It means the designer better be damn good.
July 2nd, 2009 at 4:06 pm
It looks like a medicine carton.
July 2nd, 2009 at 4:07 pm
you know……
I saw the label and had thoughts- oh it looks like the cheaper store one- but it is actually pretty nice- cjust a change of great proportion- if only they lowered the price- as it is in my opinion not as flashy -yet very soft-
yet it should be cheaper to make- so in end-lower prices hopefully and better quality juice- i am praying
July 2nd, 2009 at 11:10 pm
At no stage of 43 years being on this planet have I ever found myself DEAD, UNDEAD or simply not in possession of my LIFE.
To those expressing such a bizarre sentiment, please redesign your own format. Pepsico is only the latest example of a virus that has already wreaked havoc with Google and eBay.
I found it funny when I tried Pepsi Throwback, tasting fine, just as the Mountain Dew variety did and yet the glass bottle was strange (Afri-cola?) and it wasn’t cheap. Ironically the convenience store started carrying Mexican Coca-Cola after that (the same stuff the taco trucks sell). So far, the “Throwback” idea and the fact that “G2″ has half the calories and carbs yet is much more delicious than regular Gatorade and certainly Powerade’s reduced calorie versions have been the only good business decisions made in 5 years.
July 3rd, 2009 at 7:51 am
Wow, I actually noticed it right away and love it. Yes the old design was more in your face and great when it came out. But the glass on the label is so cool. The redesign is working everyone is talking about.
July 3rd, 2009 at 7:52 am
I completely agree with you Steph.
Oh ! By the way your blog is cool and the pics that you post are great.
Regards from Argentina !
July 6th, 2009 at 9:28 am
Can you still leave comments? If so, .
July 7th, 2009 at 3:17 pm
[...] last week there was the whole incident where Yahoo! put my little post about the Tropicana redesign two clicks from their homepage, resulting in a lot of traffic to the site. This much, in [...]