"The branding partially involved the front label gracing each container of Tropicana not-from-concentrate orange juice, depicting a large orange with a green leaf attached, plus a colorful striped straw inserted into the orange. The overall image conveyed several things to the average consumer: the oranges are fresh-picked, the juice comes from real oranges rather than concentrates, and it tastes so fresh that it's like sucking juice straight from a real, fresh orange."
"The bright, playful orange had been stripped away, replaced by a minimalist white background, an oversized stemmed glass of juice, and a rotated vertical "Tropicana" logo, rather than the familiar, easily identifiable horizontal placement. Fans complained that the redesign (by the Arnell Group) removed the uniqueness of the packaging, relating it to generic or store-brand juices, and even emailed questions, per The New York Times, such as "Do any of these package-design people actually shop for orange juice?"
A 2009 Tropicana packaging redesign replaced a distinctive illustration of an orange with a colorful straw with a minimalist white layout, an oversized stemmed glass, and a rotated vertical logo. Consumers interpreted the original imagery as signaling fresh-picked, not-from-concentrate juice and found the new design generic and reminiscent of store brands. Angry customers emailed complaints and compared the cartons unfavorably. Declining sales and strong consumer pushback prompted a rapid reversal of the redesign. The reversal followed significant revenue loss estimated at $30 million, showing the commercial risks of abandoning familiar brand cues.
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