tag:blogger.com,1999:blog-7189482.post8798093346894733138..comments2024-03-26T21:46:56.291-07:00Comments on The ZehnKatzen Times: Tropicana OJ Redesign FAIL: The Brand Redesign That Should Have Worked ... But Didn'tSamuel John Kleinhttp://www.blogger.com/profile/00514541030057763303noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-7189482.post-16953844187781375552009-04-05T00:23:00.000-07:002009-04-05T00:23:00.000-07:00I definitely think we see the same things here, mr...I definitely think we see the same things here, mredpopo. <BR/><BR/>Your insight is well put and your point is taken however. There is an element of "genericness" that comes as kind of shocking, doubtless, to the people who'd formed an attachment to the orange-and-straw; the orange is whimsical and friendly, the new design much more down-to-business.<BR/><BR/>But I think the new design is saved by the confident use of type here, which seems to follow the rule of 'go large or go home'. Some of my artist friends who like brutalism would maybe say it's "big, bold, and butch', but there's also something soft and cheery about the unassuming aspects (simple lines, no serifs) of the type.<BR/><BR/>The Publix design is a fail for all the reasons you've pointed out. To me, the type is weak and has a 911 need for something, hierarchy, anything ... the photography is unexceptional, and you have to work even harder to make sure you're getting the right variety – the type doesn't just invite you in, it demands you come in and find it!<BR/><BR/>The meek, light brand name type "PUBLIXPREMIUM" against the black stripe and the white "ORANGE JUICE" against the orange almost beg you not to read it. It's almost as Publix is afraid someone will figure out that they've packaged it up.<BR/><BR/>As far as Tropicana goes, you can't argue with the public though, especially if its something they hold close to their hearts ... like that friendly, goofy orange. Shame you can't always guess right along <I>that</I> line!Samuel John Kleinhttps://www.blogger.com/profile/00514541030057763303noreply@blogger.comtag:blogger.com,1999:blog-7189482.post-15897655666953801422009-04-04T22:19:00.000-07:002009-04-04T22:19:00.000-07:00As much as I agree that the new design was not giv...As much as I agree that the new design was not given its due credit, there is truth to the "generic brand" critique. Here is a picture of Publix brand orange juice carton. <BR/><BR/>http://myprivatebrand.files.wordpress.com/2009/02/img_0379.jpg<BR/><BR/>The Publix one is pretty bad, with the picture that looks like it came right off a stock images site and the "Publix Premium" that runs together as one word. But the Tropicana redesign is similar enough that you can see how people who don't pay much attention when grabbing stuff off the shelves (aka: most people) would have trouble telling the difference. <BR/><BR/>Also, giving up a brand symbol as strong as the orange with the straw is risky move and, as you said, for some its just not Tropicana without it. Shame because the simple glass image with the type in it is much cleaner and fresher.<BR/><BR/>So I can see to some extend why so much of the public lashed out, but I agree with you ultimately. It should have worked.mredpopohttps://www.blogger.com/profile/09216572283844276880noreply@blogger.comtag:blogger.com,1999:blog-7189482.post-87412656660916299252009-03-21T20:18:00.000-07:002009-03-21T20:18:00.000-07:00For me, the trouble with Tropicana is a basic conf...For me, the trouble with Tropicana is a basic confusion -- are they selling orange juice or "orange drink"? Something in the presentation -- whether the visuals or the text or the combination -- leaves doubts in my mind. As I think about it -- and this is the kind of thing you can tend to overthink -- I think it's the name, "tropicana." It doesn't give me confidence that we're talking about fruit juice as opposed to highly processed corn syrup.<BR/><BR/>And *that* is almost certainly the most I've ever written on the subject of Tropicana.Dalehttps://www.blogger.com/profile/10523307255698594696noreply@blogger.com