Tropicana Rebrand & 360° Campaign: A Strategic Case Study

Project Overview

The 2009 failure proved the fragility of consumer memory structure. Tropicana needed a rebrand that would modernize the aesthetics for a premium, health-conscious market while preserving the iconic visual cues (the orange, the straw, the vibrant colours) that drive instant recognition and sales.

Project Overview

The 2009 failure proved the fragility of consumer memory structure. Tropicana needed a rebrand that would modernize the aesthetics for a premium, health-conscious market while preserving the iconic visual cues (the orange, the straw, the vibrant colours) that drive instant recognition and sales.

Project Overview

The 2009 failure proved the fragility of consumer memory structure. Tropicana needed a rebrand that would modernize the aesthetics for a premium, health-conscious market while preserving the iconic visual cues (the orange, the straw, the vibrant colours) that drive instant recognition and sales.

Core Objective

Restore the brand's position as the premium, heritage choice in a market flooded by generic juices, and launch a cohesive 360° campaign to reinforce this status.

Core Objective

Restore the brand's position as the premium, heritage choice in a market flooded by generic juices, and launch a cohesive 360° campaign to reinforce this status.

Core Objective

Restore the brand's position as the premium, heritage choice in a market flooded by generic juices, and launch a cohesive 360° campaign to reinforce this status.

Strategic Design Mandates

(The Foundation)

Preserve the Anchor: The emotional connection to the brand must be respected. The design must visually leverage heritage.

Elevate Premium: The visual quality must surpass that of generic own-brand juices to justify the price point.

Communicate Memory: The campaign must evoke feelings of nostalgia and authentic freshness.

The Campaign Tagline: "Tropicana: The Original. Since 1947." (This is featured clearly on your new logo and sets the tone.)

Strategic Design Mandates

(The Foundation)

Preserve the Anchor: The emotional connection to the brand must be respected.

The design must visually leverage heritage.

Elevate Premium: The visual quality must surpass that of

generic own-brand juices to justify the price point.

Communicate Memory: The campaign must evoke feelings

of nostalgia and authentic freshness.

The Campaign Tagline: "Tropicana: The Original. Since 1947."

(This is featured clearly on your new logo and sets the tone.)

Strategic Design Mandates

Preserve the Anchor: The emotional connection

to the brand must be respected.

The design must visually leverage heritage.

Elevate Premium: The visual quality must surpass that of

generic own-brand juices to justify the price point.

Communicate Memory: The campaign must evoke feelings

of nostalgia and authentic freshness.

The Campaign Tagline: "Tropicana: The Original. Since 1947."

(This is featured clearly on your new logo and sets the tone.)

Packaging Redesign: The Core Asset

(The Solution)

Packaging Redesign: The Core Asset

(The Solution)

Packaging Redesign: The Core Asset

Logo

Heritage Revival Sans-Serif with updated green, a clearer orange dot, and the "Original Since 1947" tagline.

Main Visual

Lifestyle Photography (A child/family enjoying the juice) with rich background colours

Color Palette

Maintained the vibrant orange and rich green, but used a lighter, more natural-looking cardboard texture.

Strategic Rationale

High shelf visibility and leveraging brand equity. The robust font avoids the generic thinness of the failed 2009 rebrand.

Emotional Connection. This choice (instead of a static graphic) directly appeals to the "Taste the Memory" strategy, associating the product with positive, genuine moments (a child's ultimate refreshment).

Health & Sustainability Cue. The slight texture and natural lighting suggest the product is natural and less processed, appealing to the modern consumer.

Logo

Heritage Revival Sans-Serif with updated green, a clearer orange dot, and the "Original Since 1947" tagline.

Main Visual

Lifestyle Photography (A child/family enjoying the juice) with rich background colours

Color Palette

Maintained the vibrant orange and rich green, but used a lighter, more natural-looking cardboard texture.

Strategic Rationale

High shelf visibility and leveraging brand equity. The robust font avoids the generic thinness of the failed 2009 rebrand.

Emotional Connection. This choice (instead of a static graphic) directly appeals to the "Taste the Memory" strategy, associating the product with positive, genuine moments (a child's ultimate refreshment).

Health & Sustainability Cue. The slight texture and natural lighting suggest the product is natural and less processed, appealing to the modern consumer.

Logo

Heritage Revival Sans-Serif with updated green, a clearer orange dot, and the "Original Since 1947" tagline.

Main Visual

Lifestyle Photography (A child/family enjoying the juice) with rich background colours

Color Palette

Maintained the vibrant orange and rich green, but used a lighter, more natural-looking cardboard texture.

Strategic Rationale

High shelf visibility and leveraging brand equity. The robust font avoids the generic thinness of the failed 2009 rebrand.

Emotional Connection. This choice (instead of a static graphic) directly appeals to the "Taste the Memory" strategy, associating the product with positive, genuine moments (a child's ultimate refreshment).

Health & Sustainability Cue. The slight texture and natural lighting suggest the product is natural and less processed, appealing to the modern consumer.

360° Campaign Execution

(The Reach)

Successfully translated this new identity across high-impact media, proving your versatility across Print, Digital, and OOH.

OOH/Advertising
Strategy: Utilize large-format, high-impact photography to trigger immediate, positive emotional recognition in public spaces. The copy is minimal, letting the visual quality and the strong logo do the work.

Deliverable: Large billboards and bus shelter ads

Skill Highlighted: Advertising Designer and Campaign Designer

360° Campaign Execution

Successfully translated this new identity across high-impact media, proving your versatility across Print, Digital, and OOH.

OOH/Advertising
Strategy: Utilize large-format, high-impact photography to trigger immediate, positive emotional recognition in public spaces. The copy is minimal, letting the visual quality and the strong logo do the work.

Deliverable: Large billboards and bus shelter ads

Skill Highlighted: Advertising Designer and Campaign Designer

360° Campaign Execution

Successfully translated this new identity across high-impact media, proving your versatility across Print, Digital, and OOH.

OOH/Advertising
Strategy: Utilize large-format, high-impact photography to trigger immediate, positive emotional recognition in public spaces. The copy is minimal, letting the visual quality and the strong logo do the work.

Deliverable: Large billboards and

bus shelter ads

Skill Highlighted: Advertising Designer and Campaign Designer

Technical Execution & Packaging Design

This section highlights your ability to execute a design that is production-ready and considers physical constraints.

Deliverable: Tropicana Carton Dieline

The Rationale: The design was executed on a custom tetra-pack dieline to ensure maximum shelf stability and protection of the product.

Technical Execution & Packaging Design

This section highlights your ability to execute a design that is production-ready and considers physical constraints.

Deliverable: Tropicana Carton Dieline

The Rationale: The design was executed on a custom tetra-pack dieline to ensure maximum shelf stability and protection of the product.

Technical Execution & Packaging Design

This section highlights your ability to execute a design that is production-ready and considers physical constraints.

Deliverable: Tropicana Carton Dieline

The Rationale: The design was executed on a custom tetra-pack dieline to ensure maximum shelf stability and protection of the product.

360° Campaign Execution

(The Reach)

Successfully translated this new identity across high-impact media, proving your versatility across Print, Digital, and OOH.

OOH/Advertising
Strategy: Utilize large-format, high-impact photography to trigger immediate, positive emotional recognition in public spaces. The copy is minimal, letting the visual quality and the strong logo do the work.

Deliverable: Large billboards and bus shelter ads

Skill Highlighted: Advertising Designer and Campaign Designer