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by mc32 1434 days ago
I don’t know how management allowed them to kill the metaphor of the straw tapping an orange. It’s a good metaphor for the product's “fresh” marketing message (putting aside the “flavor packets” thing.

The one thing I think the new design had right was the lighter green for the type. That’s about it.
2 comments
exodust 1434 days ago
The straw in orange is also a fun and friendly image, without going overboard. It invites people to "solve" the visual equation. Straw + orange = fresh juice. A clever design for young and old. Amazing they replaced it with a boring glass of OJ.

Replacing the horizontal convex "Tropicana" with the straight vertical and using a more serious font, was another blunder.

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thisOtterBeGood 1434 days ago
They probably just got lost in many design reviews. At the end they couln't "see" the designs anymore. Also their test group was probably biased: They probably used the same guys to review all design iterations, so their opinion developed along with each iteration.
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