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  Tropicana's re-brand


Conceptually the redesign is stronger than the original. The orange squeeze cap is clever, and as Arnell says, the actual juice is shown. Unfortunately the resulting design is too cerebral and not as visually rich as the original.

The combination of the original and the new squeeze cap will probably lack the strengths of either. Too many ideas.

The original looks dated, it’s got that typical over-design of traditional FMCG packaging. And the barber’s poll of the straw looks old fashioned. I say give Arnell another go to make the squeeze cap idea really work.


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