New Tropicana packaging design failed

I guess I'm the odd man out. I liked the new one. It looks fresher, healthier. I even made a comment about it when I saw it at the grocer.

http://www.flickr.com/photos/mattashburn/3320621847/

If you need a guide to tell the difference between cartons, you got a problem.

Maybe the new design marks a move away from real juice. Since "100% Orange" doesn't even include the word "Juice"... perhaps it's cheaper, fake juice with high fructose corn syrup like everything else out there? The design turns me off as well. I probably won't buy it based on the new design. What happened to design and good taste? It's a faint memory!

C'mon people... It's a straw sticking out of an orange.

What more do you need to know? lol

Visually, it doesn't get any clearer than that.

I'm a FL native - living here in Winter Haven, very near the Florida's Natural orange juice plant and not too far from one of Tropicana's plants. Have to say that the original packaging gives me more of a warm fuzzy than the new one does. Reminds me of driving down the road flanked by orange groves when they're full of blossoms.

I'm a fan of clean design... but the new packaging does look like a medicinal product, not juice ie. something you'd find at a health food store, not a farm stall.

I love Tropicana Juice, but when my wife got it with the new design, I thought she got the off brand kind. The original is more to the point, clan and fresh. Cant get any better.

Ok. The cap design is good but not the packaging. It is best to see the clean looking orange and crave the inside of its fresh juice.

You guys SUCK, the new design is by far a better package design, the colors are more vivid, the straw stuck into an orange is WHAT all PACKAGED FRUIT Drinks IS ALL ABOUT!! People probably not buying ;cause they are still looking for the old package. I believe they did not advertise the NEW and upgraded designed package sufficiently to the demographic. You got my vote!

I will miss Orange with a straw as a unique advertising on train wagonloads.The new logo is too clean for wagonloads:-))

I can admit that the new cap is a very successfull graphic element for the package and catches your eye.

"... few month ago."
You have been using those candy box calculator Macs so long that you can't even syntax words any longer!

The look is to sterile and looks like off brand.
The orange made you thirsty. You do not notice it
in the store, I walk right by it, had to ask it
store had any. Cap is good but go back to orange.

Ivan, Seriously consider having someone copy edit your work. Your thoughts are good -- the language is confusing.

This design is sad, I could see the fail coming miles away. Now, I'm just waiting for Pepsi to follow suit.

So why is there ad links in all of our posts now? Does WebMediaBrands know when to stop?

To me it looks like a real glass of orange juice on the new box ... and I think of going out to breakfast (usually where I drink OJ). The old one reminds me of Tang which we drank as kids at home. I noticed it in the store right away and my first instinct was fresh and new! Second instinct was to check the price. I'm 50 and female ... and honestly very few products market my age group except calcium supplements (you can laugh it's okay). We are probably more drawn to change :-) that and we still have real money to spend. So I say bring it on!

The orange with a straw didn't stand out to me as much as the color of orange used. If my browser is showing the 2 cartons as they truly are, then the new one looks less appetizing because of the lighter color. Since orange is also used to create appetite, I wonder if the stronger orange affects our perceptions significantly. I think the cleaner lines could work with some tweaking. My suggestion is of course to strengthen the color orange used.

...it's a peppermint stick. An orange with a peppermint stick in it is a mid-west tradition. I grew up with them, and at least where I grew up, it was called a cowboy sundae. Count me as one who likes the old package. Not only is the design more unique, more to the point, and less generic looking, it also invokes memories of childhood pleasure for some of us.

Angie

My favorite part of that Peter Arnell video is when he seemed to black out and start blathering about hugging and squeezing. That's good stuff.

- Harvey

As a designer who also works on a retailsales floor where this product is sold, the biggest problem with this packaging is not so much the overall idea of change, but the fact that the product name is now written vertically and positioned as to look like it is flying off the carton to the right. People just can't read stuff like that in a retail setting. What is left here, is nothing that is immediately recognizable to the consumer - not the colors, not the lettering - there is no brand familiarity here, and this is why people are going right by it on the shelf and telling each other, "I guess they are out of Tropicana."

I am all about clean design... But with such a drastic change I feel consumers got a little lost on the brand. I personally thought for a while that at a glance this was some generic/ off brand.... Until you actually study the packaging you realize who it is.

The design is nice... but bad transition.

Peter Arnell strikes me as a psudo-designer. He's one of those guys that thinks he knows what he's talking about, and is good at convincing others, but it's really all just smoke and mirrors.

Check the web for his new Pepsi logo design analysis PDS. It's a joke.

I love the new packaging for what it doesn't "say".
(Less is more)

One ingredient....orange juice. (unlike other brands)
It is very simple and contains no fillers or additives.

A two-fer for Peter Arnell....fail!