http://blog.iloveflycasual.com/index.php/2009/03/sometimes-orange-juice-is-just-orange-juice/ Articles on web design, music, and pop culture as told by FlyCasual (Jason Caldeira and Gregory McClendon). Sun, 05 Feb 2012 04:47:24 +0000 http://wordpress.org/?v=2.7 hourly 1 http://blog.iloveflycasual.com/index.php/2009/03/sometimes-orange-juice-is-just-orange-juice/comment-page-1/#comment-11 Jason Caldeira Tue, 03 Mar 2009 15:46:38 +0000 http://blog.iloveflycasual.com/?p=51#comment-11 For me the argument is less about whether or not the redesign is effective (or necessary), and more about the designer's intention. There are many, many re-brands that are effective regardless of the iconic status of the original brand. Tropicana is no exception. Hell... the orange with the straw in it is a relatively recent addition to their packaging based on a successful tv ad campaign several years back. (Link: http://www.freedigitalphotos.net/image/s_tropicana-orange-juice.jpg) The current packaging isn't so strong that there's no room to move in a new direction. This design team just got hung up in all the wrong details, like the tactile quality of the orange cap, for example. That's the wrong focus - they lost site of the big picture. For me the argument is less about whether or not the redesign is effective (or necessary), and more about the designer’s intention. There are many, many re-brands that are effective regardless of the iconic status of the original brand. Tropicana is no exception. Hell… the orange with the straw in it is a relatively recent addition to their packaging based on a successful tv ad campaign several years back. (Link: http://www.freedigitalphotos.net/image/s_tropicana-orange-juice.jpg) The current packaging isn’t so strong that there’s no room to move in a new direction. This design team just got hung up in all the wrong details, like the tactile quality of the orange cap, for example. That’s the wrong focus - they lost site of the big picture.

]]> http://blog.iloveflycasual.com/index.php/2009/03/sometimes-orange-juice-is-just-orange-juice/comment-page-1/#comment-10 Gregory McClendon Mon, 02 Mar 2009 23:11:28 +0000 http://blog.iloveflycasual.com/?p=51#comment-10 Maybe it is over-thinking.... but maybe it's just an attempt to change imagery that was so strong to begin with. Or perhaps in the case of Tropicana, imagery that everyone was so accustom to. I think people would have rejected change in this case regardless of how good it was, or was not. Reminds me of when Coca-Cola tried to mess around with its logo several times...even calling it just "Coke", instead of Cola-Cola. I believe the new branding was scrapped just b/c the old one was so strong. Now the "Coca-cola" classic logo is embedded into the newer products (like "Zero") rather than the other way around. Maybe it is over-thinking…. but maybe it’s just an attempt to change imagery that was so strong to begin with. Or perhaps in the case of Tropicana, imagery that everyone was so accustom to. I think people would have rejected change in this case regardless of how good it was, or was not. Reminds me of when Coca-Cola tried to mess around with its logo several times…even calling it just “Coke”, instead of Cola-Cola. I believe the new branding was scrapped just b/c the old one was so strong. Now the “Coca-cola” classic logo is embedded into the newer products (like “Zero”) rather than the other way around.

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