In January Tropicana redesigned all of its cartons as part of PepsiCo’s ’09 Rebranding Extravaganza. Turns out the redesign sucked though, and everyone hated it. They’re switching back to the old design 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 about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.
Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.”
Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
The new design, as seen on the left in the photo above (old design on the right), wasn’t bad; it was just, nondescript. Everything from the strange glass of juice to the generic font – just bland. At least they are owning up to their mistake. Hopefully, this won’t discourage them from redesigning in the future but will make them be much more design conscious.
The juice isn’t different, but good design positively affects everything and a bad design can ruin even the same glass of juice.