When PepsiCo bought Tropicana and then rebranded the company in 2009, the new design mystified design professionals and everyday consumers alike. The iconic orange stuck through with a red-and-white-striped straw was gone, replaced with an incredibly generic design: ironically, it shows a full glass of juice that looked far less juicy than the original design.
Design agency Sunhouse Creative has brought back the straw-in-fruit design in a recent rebrand. Designers also removed the leaf over the “i” in Tropicana, replacing it with an orange dot—essentially, an orange (the fruit). The leaf has been moved and tucked under the carton’s orange cap, cleverly creating yet another fruit.
