Tropicana is celebrating its heritage with its new campaign ‘THAT juice’ and rebranding thanks to packaging design agency Sunhouse. The new look has put the orange back at the heart of the story. An orange dots the ‘I’ in Tropicana’s evolved brand mark.
James Giles, Sunhouse creative director, highlighted that his team was ignited and inspired by the notorious and highly publicized redesign failure in 2009 – an element of design-press jeopardy. He said Sunhouse had to look backwards to strengthen Tropicana’s position as an original juice brand.
“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’,” Giles said. “The iconic fruit with a red-and-white straw has been enhanced to underscore the brand’s commitment to delivering juice directly from source.”
Sunhouse amplified Tropicana’s authenticity with a signature from founder Anthony T. Rossi and hand-drawn illustrations of oranges to elevate the brand as a beacon of quality and expertise. Giles said Rossi was a pioneer. “That back story, plus the fact the brand has never wavered from delivering fresh, pure juice straight from the source, kept pointing us back to originality,” he explained. “We looked to celebrate this emotively with the brand’s origins and functionally.”
As such, the orange was repositioned as the protagonist in Tropicana’s story, and the iconic straw, sticking into the fruit, was reintroduced. Giles added that they refined the logotype and brought back the arch to optimize impact.
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