Schweitz Design

Where rubber meets the road (Or oj misses the table)
03/04/2009, 4:02 pm
Filed under: branding | Tags: , , , , , , ,

Consider your brand for a moment.  Read this article. Now reconsider your brand in terms of collateral (PACKAGING, logo, letterhead, etc.). How much do you think you stand to lose (or Gain!) because of your brand and how it’s interpreted at the consumer level?

The Tropicana re-brand was  met with great resistance from the design community. So much resistance in fact, (from the design community as well as countless others apparently) that Tropicana decided to scrap the re-brand and go back to zero in just a few short weeks. Enough has been written why the new brand failed, but I think it’s worth noting the article from AdAge as to just what kind of impact your brand has on your business. It’s a rare opportunity when your brand can be spoken of in terms of the bottom line as the case is here.


2 Comments so far
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I really liked the new tropicana carton. Weird.
I really enjoy reading this site Zach.

Comment by Erin Payne

Thanks erin!

As far as the actual redesign goes, there’s obviously something to be said for simplicity, but you have to keep in mind what people expect to see when they are looking for your product.

Maybe you should start a campaign to bring the redesign back haha – you’ll have execs at Tropicana pulling their hair out.

Comment by schweitz

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