As the Original Orange Juice brand, in a competitive category where consumers tend to view all juice as the same, we helped Tropicana set a course for a vibrant future with our restage of the brand. The fresh new look celebrates their rich heritage while highlighting what makes Tropicana, in the words of their new campaign, THAT Juice.
Diving deep into Tropicana’s history, we unearthed a treasure trove of juicy narratives to breathe new life into the brand’s assets, infusing them with the confidence and credibility to reinforce the message that ‘Not All Juices are Created Equal.’
Tropicana’s fresh new look puts the orange back at the heart of the story, with an orange now dotting the ‘I’ in the evolved brand mark. The iconic fruit with a red-and-white straw has been enhanced to underscore the brand’s commitment to delivering juice directly from source. With a signature from founder, Anthony T. Rossi, and hand-drawn illustrations of oranges, we amplified authenticity and elevated the brand as a beacon of quality and expertise.
Tropicana has a legacy that no other brand can match, so needed the design to not only deliver a powerful punch, but also reinforce leadership and original status in the juice category.
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