The customers did not respond well to the solely logos-rebrand (simple sans text with a glass of orange juice on it), and made a big deal about it–in a good way. And the company took note of their customers opinions, and the drop in their sales prices, and brought the old design back.
October 29, 2010
Tropicana Reading Response
This article was an interesting insight at an instance where a packaging redesign was not taken well. From the looks for it, it seems like what many of the complaining customers were frustrated with losing the personality that was attached to the earlier packaging. The orange and the straw was something that symbolized freshness, which would speak to both logos (seeing what you get) and ethos, because they are promoting the freshness of their product. But as time went on, customers became so attached to the Tropicana imagery that it became a pathos package too (perhaps they feel nostalgic about it because they grew up with it?).