Tropicana Juice Packaging Redesign

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Example #2:
In January 2009, the Tropicana brand launched juice in packaging with a redesigned design: the company wanted to make it more modern.

Consumers soon began criticizing the redesign, with much of the negativity taking place on social media.

After two months, sales fell by 20%.

What exactly was changed:

the image of an orange with a straw was replaced with a photograph of vietnam consumer email list a transparent glass of juice;

the lid of the packaging became a variation of an orange;

The horizontal logo was changed to a vertical one.
The result was that the company lost $30 million after the redesign and returned to the old packaging.

The consequences are explained by the fact that people did not recognize the product from the packaging. The new minimalist design was considered unremarkable - as if the juice was produced by a low-price brand.

The mistake in this case was the replacement of all recognizable visual elements at once.

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