Some time ago UnderConsideration introduced the new design of the Tropicana packaging, a brand of the Pepsi Company.
The new bottle showed a cold, anonymous big picture of a glass of orange juice with plain sans serif typography.
Article ended the commentary with “I really want to believe that the screw-cap will not be an orange-colored boobie as in the rendering above”.
I couldn’t agree more.
That half-orange shaped cap was not only ugly but probably difficult to use too. (The one above is the initial rendering, at the end of the post the two real bottle compared)

YES.
I’ve said “was”.

New packaging arouse hell in all designers communities, and after a brief test period Tropicana has decided to return to its old packaging.

Let’s face the truth, with redesign it lost his identity: it was not
anymore the fresh fruit bursting with juice that made us all eager to drink.It became a plain product in a glass. Like anyone else.
There’s more.
Maybe this loss of quality in packaging was even perceived as a loss of quality in the product itself in the usual consumer too?
It may be.

Am I unfair?
I mean…I’ve always liked clean and sleek designs and this design is not bad in itself. Really.
Problem is that those that made the redesign forgot that this brand
has his history and his (strong) personality, and in their eagerness
to reach kids, moms, dads, grandpas and all in between cleaned up
and cut too much and in the end made it just…floppy.

So…what’s next now?
Will we see an update of the rejected design, an update of the old
one, a completely new one or we’ll keep on see the old beloved one
for years to come?

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