Tropicana, synonymous with fresh juice, has unveiled new packaging and logo for its UK market. This update highlights the brand’s long-standing dedication to quality and freshness, established by its founder, Anthony T. Rossi, in 1947, and marks a pivotal moment in its history. Although this change is unique to the UK, it showcases Tropicana’s commitment to providing the freshest juice.
The new logo incorporates several contemporary elements while preserving Tropicana’s core brand. The most noticeable change is the addition of an orange dot over the “i” in the wordmark, a clever nod to the company’s main offering. This enhancement strengthens the connection to fresh oranges while being visually appealing.
The logo’s placement on a slight curve gives it a lively and modern feel. This curving layout adds a sense of movement, complementing the brand’s innovative philosophy. Circular text encircling the wordmark adds coherence and uniformity to the logo. Despite a slight tension between the descender of the “p” and the circular text, the overall effect remains pleasing to the eye.
The packaging design has also undergone significant changes. An orange with a straw has been replaced with a more open and straightforward depiction of an orange. This change represents honesty and transparency, which appeal to today’s consumers who value integrity in their food choices.
The new packaging is rich in detail and texture. A single-color orange pattern at the top creates visual interest and highlights the brand’s citrus roots. The packaging prominently features the new logo and a mix of classic and modern design elements, such as a script font for the description and a sans serif typeface with Art Deco influences.
A stipple-shaded circle beneath the hero orange adds depth and handmade quality, alluding to the artisanal care that goes into producing Tropicana juice. This tactile quality extends to the various flavor variations, where an artisan-style label and a textured holding shape enhance the product’s upscale appearance. The typographic emblem for these flavors maintains coherence across the range while allowing each variation to stand out.
The updated design extends beyond packaging to other uses. Stipple artwork on tote bags and vibrant orange imagery in promotional materials emphasize the brand’s dedication to excellence and freshness. The straw, a classic Tropicana icon, now features a more sophisticated style that complements the overall aesthetic improvement.
Typography is a key component of the new visual identity. It uses Euclid Circular B as the main typeface, giving the brand a solid, authoritative appearance. For a company that promotes health, this geometric font is often associated with precision and clarity.
The brand creates a dramatic visual contrast in its promotional efforts by combining light serif and ultra-wide strong sans serif fonts for its headers. This typographic strategy conveys the brand’s message effectively and clearly while grabbing the viewer’s attention.
The tagline “It’s THAT Juice” is one of the new identity’s most notable features. This bold statement perfectly captures the confidence and uniqueness of Tropicana’s product. Although the wording may be unusual, it encourages customers to reconsider their assumptions and appreciate the distinct quality of Tropicana juice.
