Tropicana unveils new brand identity

Leading juice brand Tropicana has announced a refresh of its packaging designs to ‘amplify 75 years of exceptional quality, craft, and heritage’.

The brand said the new design would create a cohesive identity across the portfolio, and reinstate the iconic orange with the red and white straw key brand asset: a symbol of the brand’s quality, and fresh from the fruit taste.

Consumer research has validated the power of the new design to drive category value with “worth paying more for” scores increasing by 9 per cent and flavour perceptions increasing by 14 per cent.

“Our fresh look represents an authentic evolution of Tropicana, embodying our 75 years of fruit expertise and craft,” Elizabeth Ashdown, marketing director at Tropicana Brands Group, commented.

“Tropicana isn’t just any juice, it is THAT juice; and this new design confidently and rightfully celebrates the Tropicana quality and taste difference.”