[hn_throwaway_99]

Their new design was just yet another example of how the currently in vogue "minimalism everywhere" design aesthetic sucks. The Tropicana case study is such a great example because the effects were so drastic, but only really because there were easily substituted goods - consumers basically thought the carton was just "generic store brand OJ".

My guess is that other recent brand redesigns to this boring, same, sans-serif minimalist aesthetic (recent HN article, https://news.ycombinator.com/item?id=32040506) are just as bad, but with "stickier" products (people aren't likely to leave Google or Facebook just because the typography is shittier) the downside is less noticeable.

[ad404b8a372f2b9]

On that subject, https://www.underconsideration.com/brandnew/ tracks the desecration of all these once colorful, beautiful, expressive logos into this new bland style that's in vogue.

[noir_lord]

Years and years ago we used to have a supermarket here called Kwik-Save (here been the UK) and they had a range called No-Frills.

Their packaging was absolutely genius because it instantly stood out on every shelf.

https://pbs.twimg.com/media/Da0flNiWkAAUda7.jpg

Other than the font it seems like everyone wants to got that way, of course if you move with the crowd you can't stand out from it.

[mrcartmeneses]

Saying that this guy's designs were terrible therefore all modern design is terrible is like saying all children's TV presenters are pedophiles (apologies I know that's an extreme analogy).

The truth is that the guy behind this design agency is not a good designer at all and his career seems to have been driven by confidence, greed and the incompetence of his clients. It's a sample of one. He's the Jimmy Saville of bad design

[hn_throwaway_99]

Which is why I linked the related recent HN post about tons of different brands, across tech and fashion, that wiped out any trace of their individuality for bold, sans-serif logos.

I agree, I think this designer is just a particularly shitty designer, but he's a shitty designer that's just copying the broader trend of minimalist design laziness. I think the last section in that linked HN article (https://velvetshark.com/articles/why-do-brands-change-their-...) perfectly points out what went wrong in the Tropicana redesign as well:

> There’s nothing bad in wanting your logo to look simpler, better, mobile-ready, or universal enough to appeal to the broadest possible audience.

> But don't throw the baby out with the bathwater.

> Shoot for simplicity and legibility, but keep your distinguishing features. Don’t throw away what the brand has been working on for decades.

> Otherwise, you may end up in a situation where you could slap any logo on any product and hardly anyone would notice a difference:

[thisOtterBeGood]

Thinking the same. They've made some fatal mistakes there. Heck of a lesson for the agency there :D