Trop50, Last Piece of Arnell Redesign, Scrubbed by Tropicana
Tropicana axed most of the new design elements from its Trop50 package, the last surving part of Arnell Group’s disastrous makeover of the Tropicana brand. Peter Arnell’s shop was the center of a PR disaster when he recast Tropicana’s cartons with a clean, modern look reliant on white space. Tropicana quickly reverted to its old look.
But the brand kept Arnell’s look for Trop50, the low-cal, low sugar version of the juice.
Not any more. According to The Dieline, a design blog, the client has reverted most of Trop50’s look back to the brand’s original, common-sense version. Although the original, decades-old Tropicana look (below) was the product of a design firm, Sterling Brands, the passage of time has made it appear decidedly old-fashioned and undesigned. It’s basically just the name of the product, on a box, with a photo of an orange underneath.
For those who feel that modern life has become a soulless, generic experience in which every object we encounter looks like an iPod, this counts as something of a victory.
- See BNET’s previous coverage of Arnell Group:
- Peter Arnell Still Has One Fan: Kyra Sedwick
- Arnell Admits Peapod Does Not Meet Crash Test Regulations
- Peter Arnell: Pepsi Logo is “Bullshit”; Tropicana Is “Not My Brand … So What the Hell?”
- Burned by Madoff, Kyra Sedgwick Becomes Tropicana Orange Juice Saleswoman
- Arnell’s “Explanation” of Failed Tropicana Design Resembles His Nonsensical Pepsi Document
- In Blow to Arnell, Tropicana Drops Package Redesign
- Pepsi’s Nonsensical Logo Redesign Document: $1 Million for This?
- New Pepsi Logo Seems Similar to Three Other Corporate Emblems
- Pepsi Airs First New Ads Since Switch to TBWA
- Arnell’s Competitors Hate the New Pepsi Logo
- Pepsi’s New $1 Million Logo Looks Like Old Diet Pepsi Logo
- Why Arnell’s Peapod Electric Car Launch Will Fail
Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.
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