Old To New To Old

Tropicana recently updated their packaging. It didn’t go over very well. Tropicana has decided to return to their older packaging after a very brief run.

“Stripping the layers of meaning away by using an image of a glass of orange juice suggests that of a me-too brand - one that does not own the definition of spontaneity of an orange bursting with juice, but merely a product, poured into a glass. Not special, not different - and not ownable.” - Natasha Chetiyawardana, Dieline

Ironically, there is nothing inherently wrong with the new packaging. It is clean and direct. In fact, one element I find appealing is the large, two-sided glass of orange juice. It caught my eye a couple times in the grocery store. However, all personality had been removed.

Therein lies the rub. It’s too clean. It’s too polished. All the brand equity has been removed. The warmth, charm, and appeal are gone. The communication is certainly clear, but it’s not a catalog. It’s a package bought by Moms, Dads, Grandparents, kids, and all the in-betweeners. It should be inviting and familiar.

Sometimes a redesign should not happen just for the sake of change. We as designers judge the visual appeal of everything from a pen to a plane, and are particularly picky when it comes to older brands. However, we should also be aware of the deeper connection people make. A cleaner look and a choice Sans-serif might look nice up front, but digging a little deeper doesn’t reveal much more.

Update: According to this source, Paula Scher has this thought: “Paula Scher thinks that the Tropicana recall will be the worst thing that happened to graphic design since focus testing.”