Tropicana, a brand with over 75 years of history, has unveiled a refreshed look as part of its efforts to reaffirm its position in the competitive juice market. The redesign, led by the design agency Sunhouse, is rooted in Tropicana’s rich heritage, aiming to set the brand apart in a category where consumers often view all juices as similar.
The new design brings the orange back to the center of Tropicana’s identity. The brand’s evolved logo now features an orange as the dot on the “i,” symbolizing its commitment to delivering juice directly from the source. The iconic image of an orange with a red-and-white straw has been enhanced to highlight this connection to freshness and authenticity.
Sunhouse delved into Tropicana’s history to revive and modernize the brand’s assets. This approach included adding hand-drawn illustrations of oranges and incorporating the signature of founder Anthony T. Rossi. These elements were designed to amplify the brand’s authenticity and reinforce its long-standing reputation for quality.
“We wanted to give Tropicana the confidence and credibility to stand out in the market and convey the message that ‘Not All Juices are Created Equal,'” said a representative from Sunhouse. The redesign is intended to not only celebrate Tropicana’s legacy but also position it for a vibrant future, reinforcing its leadership in the juice category.