Tropicana
[Head of Design]
Tropicana had just reached its 75th birthday, and was in need of a foundational makeover. We decided to strategically leverage the brand’s most distinctive asset—the iconic straw—and give it new life by using it in completely new ways. Yet it wasn’t that simple — legally, we were not allowed to show the straw in any fruit except oranges.
We pushed the identity farther than the static orange-in-straw image—creating a flexible system that could be leveraged 360. We developed a new graphic language, all new color and type system as well as shot an entire library of product and lifestyle images. Our new evergreen system made Tropicana shine its brightest ever. The guidelines laid the foundations for an overhauled new website, new creative campaigns, digital content, campaigns and inspired viral brand acts.
Trop50 Relaunch
Trop50 didn’t have dedicated campaign support for about a decade. And, it was declining in sales—so it was time for a product reformulation, name change, new packaging and a relaunch campaign. Our team worked on all of it.
Zero Sugar Launch
It’s no secret that consumer tastes have been changing, and people are looking for less sugar in their beverages. Trop is getting ahead of the trend with Zero Sugar juice drinks. Our team worked on every aspect of this new subline, from the packaging to creating the launch campaign.
CAMPAIGN WORK & BRAND ACTS inspired by our refreshed brand world
Tropicana Toothpaste
Toothpaste that doesn’t ruin orange juice.
Tropicana Crunch Cereal
Cereal intended for OJ instead of milk.
Tropicana Mimosa Maker
Spritz your orange juice into sparkling wine for a delightfully lighter yet boozier mimosa.
