Art Direction for the logo and brand identity system of the new entity, Tropicana Brands Group – a joint venture between PepsiCo & PAI Partners. While the Tropicana name leans into the legacy, credibility, and trust, we needed to ensure the logo felt fresh and modern. It also needed to feel distinctly different than the Tropicana brand logo. The comprehensive identity system was built completely in-house and has flexibility to stretch across internal to external communications. Logo Design by Nathan Dietz.