Tropicana brings back freshness in vibrant rebrand

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Orange juice brand Tropicana has rebranded its identity and packaging to highlight what makes Tropicana "THAT Juice".

Done in collaboration with independent design agency Sunhouse, the initiative sets a course for a vibrant future and looks to celebrate the brand's heritage. In addition, the rebrand aims to reinforce the message that "Not all juices are created equal".

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For starters, an orange now dots the 'I' in Tropicana's new brand mark. The iconic fruit with a red-and-white straw has also been enhanced to underscore the brand's commitment to delivering juice directly form source.

To amplify the brand's authenticity and elevate the brand as a beacon of quality and expertise, the rebrand now features a signature from Tropicana founder Anthony T. Rossi and hand-drawn illustrations of oranges.

"Tropicana has a legacy that no other brand can match, so it needed the design to not only deliver a powerful punch, but also reinforce leadership and original status in the juice category," said Sunhouse in a statement seen by MARKETING-INTERACTIVE.

Tropicana is not the only brand to get a fresh new brand identity. In July, anime streaming service Crunchyroll unveiled its new brand identity. The revamp includes a new look, feel and sound that will reflect the joy that anime brings to fans, and taps into the ethos of fun and celebration.

The updated brand identity includes a modernised logo with a balanced eye symbol and revamped wordmark, a new font set called 'Crunchyroll Atyp' and a vibrant colour system featuring orange, black, white and taupe.

A new seven-second audio-visual mnemonic has also been revealed, capturing the immersive Crunchyroll experience with anime-inspired sound design and playful elements.

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