The revamped design places a strong emphasis on the color orange, reestablishing its significance within the Tropicana brand. The updated brand mark features the iconic horizon arch with an orange dotting the ‘i,’ along with the phrase ‘The Original since 1947,’ solidifying the brand’s heritage and commitment to providing superior quality.
Furthermore, Tropicana’s iconic symbol of a whole orange with a red-and-white straw has been enhanced to increase its visual appeal and showcase a more solid design language, emphasizing the brand’s dedication to delivering fresh juice directly from the source. Additional elements like founder Anthony T. Rossi’s signature, hand-drawn illustrations of oranges, and a photograph of the original grove have been included to enhance the brand’s authenticity and craftsmanship.
Mick van Ettinger, the chief marketing officer of Tropicana Europe, expressed excitement about the redesign, stating that it represents a significant moment for the brand. The updated packaging reflects a blend of modern iconicity with decades of heritage, solidifying Tropicana’s position as a leader in the juice category.
James Giles, the executive creative director at Sunhouse, highlighted the agency’s goal of rejuvenating the brand’s assets and sharing its compelling stories with confidence and credibility, reinforcing the message that ‘Not All Juices are Created Equal.’
Moving forward, Tropicana aims to celebrate its rich history and craftsmanship while communicating its commitment to providing pure, delicious natural goodness straight from the source. The redesign encapsulates the essence of the brand and signifies a new chapter for Tropicana in the competitive food and drink market.
