Tropicana Rebrand Fail
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- version30
tropicana will always suck until uit becomes high pulp minute maid. worry more about quality on the inside than color on the outside
- raf0
Perhaps they know pretending everything is ok is the best form of damage control in this industry. If you do not acknowledge the failure, it never happened.
Just look at the London 2012 logo. Would Wolff Olins put themselves in a better position had they admitted it sucked?
- dMullins0
No, what I mean is has the Arnell Group directly released any statements or articles about how they feel about the reversion?
- ETM0
I wish these agencies would remember that a good brand is as much about character as it is about design. White space and san-serif fonts are not the answer to everything.
- dMullins0
Has the Arnell Group released anything speaking on this? I'd be interested to hear their reaction to their major fail.
- 5timuli0
Can't wait for the brand retreat, I liked the old design way better.
- raf0
Sales 20% down after rebrand
http://adage.com/article?article…
Supposedly they also added an artificial sweetener to the formula to secure the fail.
- shitehawke0
Looks like cheapo Tesco own brand to me.
- BonSeff0
http://www.subtraction.com/2009/…
"“Arnell said the team was instructed to use “Obama-esque design language that was clear, simple and profound.” This meant placing the words: “100% orange pure & natural” front and center.”
Oh, is that what that meant? I love me some BarryO, but as a designer, if your boss ever tells you to “Obama Up” your design, tell him to Bush Up his strategery. "
- uberdesigner0
the new one looks like a generic brand
- that was their original idea. To make it look like a generic brand.SoulFly
- plusminusbox0
mm i kind of like it.
- marketing/strategic research doesn't mean anything. it only tells you what people are comfortable with...plusminusbox
- nonsensekelpie
- play0
last night I must have chugged half a carton of the "most pulp" version of their juice. it was delicious.
- janne760
good graphic design goes only with good marketing/strategic research.
here both went wrong, esp. the latter.
- doesnotexist0
professional sports teams sometimes to the throwback jerseys, big brands should do the same.
- inkpink0
wah-wah boo-hoo. we'd all be outta work if these companies clung to brand nostalgia like designers seem to.
looks good to me. i liked the pepsi rebrand too.
- +1adamrobertson
- no comment on bad tasteanxious_arms
- The orange juice? I've always preferred Simply Orange too.adamrobertson
- ninjasavant0
brand: meh. packaging: i like it.