However, on closer inspection (because I had to buy it), I found the typography to be in serious need of refinement: bad justified paragraphs, two many weights and styles, excessively long line lengths, type placed on the vertical for no apparent reason, etc. In short, not very European.
I certainly didn't feel strongly enough about the redesign to complain to PepsiCo, unlike denizens of loyal Tropicana consumers. This week, Tropicana announced it would return to the original carton design, while maintaining the new, slightly sexual, bulbous orange-shaped cap. So the iconic orange with the red and white striped straw is back. It's an appealing image; it always was, with the implication of fresh squeezed taste. Although, I know fresh-squeezed o.j., and, Tropicana Pure Premium, you're no fresh squeezed. However, Tropicana—even the original design (right)—is still the best looking mass brand of o.j. on the shelves.
I'm curious to see how the equally controversial Pepsi redesign (also by the Arnell Group) plays out in the coming weeks. Good God, is it too European?
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Juiciful Read more of Charmaine's musings on the graphic arts and homemade ricotta.