Oh, Tropicana. You’ve been my favorite orange juice for so long now. Your longevity and consistency in my lifetime rivals that of Near East Rice Pilaf. I’ve always come to rely on two things – one is obviously your quality product. The Pure Premium line of OJ you make (with heavy pulp, of course) is second-to-none, other than fresh-squeezed. Second is the logo and design – it just never changes and has always been, oh, comforting. That in a world of constant change, you always kept things the same. Until now.
Your new branding and logo design hurt me. Terribly. When I first saw it (after gasping, naturally), I thought maybe this is Tropicana’s 40th year in business or something and you were doing a temporary celebration by designing a jug like it’s 1969. But that doesn’t appear to be the case. Who did this? Who convinced you that a new look was needed? And who snookered you into thinking that the new look should mirror that of a cheap store-brand line? Ouch! For shame, Tropicana, for shame. You’re lucky the juice is so good.