Owned by PepsiCo, Tropicana is the world's leading branded juice. Their packaging is mimicked by so many other orange juice manufacturers that it became difficult to tell them apart.
The purpose of this redesign was to elevate the Tropicana brand, to help people choose their preferred variety, and to clearly communicate the brand promise of a “straight from the orange” taste.
The straw-in-orange device was universally understood as the perfect metaphor for the brand’s promise. So by using this device as the central design element, we stripped away anything else that was extraneous to give it impact and stature.
Today, the design now serves as a powerful brand icon. The clean white background and the color coding system make it very easy for people to select their favorite variety.