The smooth bends and curvatures of the logotype indicate the natural nature of the product. Letter-spaced small caps are indicative of premium quality. Clean, capitalized sans-serifs are crisp and professional. Variations in font sizes are carefully selected and applied consistently.

The market situation had become confusing - with every brand of orange juice employing similar design cues, finding Tropicana was a challenge. Beginning with an intensive design exploratory, the Sterling team quickly began to isolate the orange and the straw as a key symbol for the brand.

The new design celebrates Tropicana Pure Premium’s superior quality and taste, creates a clearer shopping experience, and helped Tropicana reassert its leadership position in juices.

In February 2009, Tropicana switched the design on all its cartons to a new image created by the Arnell Group. The new image showed the actual orange juice and redesigned the cap to look like the outside of an orange. After less than two months and a 20% drop in sales, Tropicana switched back to its original design (the orange skewered by the drinking straw).