Brand redesign is a process many brands go through at one point or another. The main reasons for brand redesign are for brands to reconnect with existing consumers and reach out to new ones.
During the redesign process, some brands change their name and logo, while others their voice and packaging. However, the process is anything but easy. In fact, many brands appoint expensive branding agencies and marketing specialists to take care of this process for them. And even then – the results are not always good.
Tropicana learned the hard way that brand redesign can be a slippery slope. Their packaging redesign was an utter failure that cost them millions of dollars in loss. Let’s take a closer look at how and why Tropicana’s packaging redesign turned into its biggest brand failure yet.
Tropicana Packaging Redesign
In 2009, Tropicana decided to refresh their brand by introducing a new packaging for their orange juice cartons. To better understand Tropicana’s redesign strategy, it’s best to analyse the brand’s key elements before and after the redesign:
Images – The original packaging had an image of a fresh orange with a straw, while the redesign had a transparent glass full of orange juice. This is probably the most noticeable change.
Lid – Tropicana’s carton lids were replaced by lids that looked like half an orange. They even had grooves to match the texture of a real orange.
Logo – Another major difference is the logo design and placement. The original logo is placed horizontally on the packaging and the name Tropicana is written in a curved font. In contrast, the redesign logo uses a simpler font and is vertically placed.
Nevertheless, the redesign of Tropicana’s orange juice packaging didn’t achieve the results they were hoping for. Consumers were so used to the original packaging that they took to social media to criticise the redesign – ultimately, rejecting the new carton design.
Tropicana Redesign Turns into Costly Failure
In just two months after the release of the new Tropicana packaging, sales dropped by 20 percent. This was a turning point for Tropicana. Shortly after sales went down, Tropicana reverted to their original packaging design.
The redesign failure hit Tropicana quite hard financially. The brand invested 35 million dollars in a marketing campaign to promote the new packaging. In total, Tropicana’s packaging redesign failure cost the brand tens of millions of dollars.
Why Did Tropicana’s Redesign Flop?
There are multiple reasons why Tropicana’s packaging redesign failed:
- Consumers were too attached to the original packaging. Loyal consumers developed a strong emotional bond with the brand’s original design that they weren’t ready to let go of.
- Consumers didn’t like the look and feel of the new design. Many consumers agreed that the new package was too simple and looked like a low-range supermarket brand – the complete opposite of its initial premium brand status.
- Consumers were unable to recognise the brand. Tropicana had changed so many aspects of its packaging – image, logo, lid, typography and slogan – that consumers were unable to recognise the product.
The Importance of a Strong Redesign Strategy
Looking at Tropicana’s redesign strategy, it’s safe to say that branding is not an easy feat. You need to pay close attention to how you present your brand in the new design and make sure all major design decisions are supported by extensive research. Having a strong redesign strategy will ensure you have an even stronger brand.
Also, keep in mind that your brand is not just a name, logo, voice or typography. It’s an accumulation of all the things that make your brand what it is. Think of it like a gigantic puzzle. By putting all the pieces together you get to see the final image. But even if there’s one missing piece of the puzzle, the puzzle is not same. It’s incomplete.
Every brand element is just as important as the next and each relies on the other to depict the brand. This includes all the looks, feels and standards that are associated with one brand. If just one brand element is missing from the equation, then your brand will fall flat.
So make sure you don’t let this happen by following some key steps to successful brand management and redesign:
- Develop a brand redesign strategy. Communicate the purpose of the redesign, set goals, and draw up milestones.
- Define redesign parameters. Think about what elements of the brand should be altered and which should remain the same.
- Maintain visual similarities. Consider emotional bonds consumers have with your brand. Will they be able to recognize
your brand after the redesign?
- Conduct market research. Gather insight about your brand from loyal consumers. This will give you a better understanding of how to approach brand redesign.
- Consult employees. Discuss the brand redesign strategy internally to gather the opinions of those closest to the brand.
Tropicana Packaging Redesign Failure: Takeaways
Tropicana’s redesign goes to show that brand identity is pivotal in maintaining a strong connection with loyal consumers. When redesigning brand elements it’s important to think about how consumers will react to the new design. Are consumers even ready for change? Will they recognize the product? Will they like the new design? Conduct some market research before you begin redesigning your brand assets. Only this way can you ensure your brand redesign strategy actually works – and doesn’t end up failing like Tropicana’s.
Are you going through a brand redesign? Find out how trademark registration can help your brand reach even greater heights. Contact us today for free advice.