Snapple is returning to the image that once established the brand in American pop culture. The tea and juice brand from the Keurig Dr. Pepper portfolio is relaunching its logo and packaging to recapture the tone that began to fade over time following a series of controversial updates. The brand has a long history. The company began in 1972 under the name Unadulterated Food Products, and later, Snapple grew into one of the most beloved beverage brands in the U.S. The brand is largely remembered for its bold tone, vibrant communication style, and glass bottle with its signature pop.
By 2021, several rebrandings had managed to erase a significant part of the brand’s familiar identity. In 2026, Snapple reversed course and brought back the hallmarks of its heyday. The new logo once again draws on the racetrack shape, which many have long associated with the brand. The lettering was redesigned based on the original letters. They became more geometric, freer in proportion, and better arranged within the logo. The color was adjusted to be brighter, bolder, and more contrasting, while the familiar warmth associated with the brand by several generations of consumers remained intact.
The previous logo was built around the slanted “snapple” lettering. The word was set in lowercase letters of a rounded sans-serif font with a soft stroke and smooth terminals. The entire lettering was placed within an elongated frame with rounded edges. The text and outline were dark blue, and the shape mirrored the slant of the word, resembling an elongated capsule. In the new version, the overall layout remains familiar, though the logo’s tone has shifted. The “Snapple” lettering still sits at an angle within an elongated outline, but the typeface has become more dynamic. The letters now have serifs and more noticeable variations in stroke thickness. The first “S” has grown larger and features a decorative curve with a slight handwritten touch. Some of the letters extend beyond the frame, giving the logo a livelier look. The text is now a rich blue, and the frame has turned red.
The packaging has also changed. The previous version wasn’t a failure, though it didn’t quite reach a high standard. It featured an unconventional approach with large ingredients in the background and the logo centered at the top of the bottle. The design exuded energy, but the execution lacked precision. More abstract imagery and a less boring font could have raised the overall standard. The new packaging aims to evoke nostalgia for early Snapple, though it doesn’t quite capture the ’90s’ wild aesthetics. The return of the red stripe is a successful move.
The entire project looks like an attempt to restore Snapple to its roots. The brand still holds onto its vibrant personality, and the new design draws on the atmosphere it has been closely associated with since its rise in the 90s.