Associate Creative Director
Tropicana was approaching its 75th birthday and its visual identity was showing its age. We set out to modernize this heritage brand by bringing its distinctive asset to the forefront: the iconic straw. We expanded its role by evolving it from a singular static element on packaging to an expressive brand asset. We developed a new graphic, color, and typography system as well as photography guidelines for the first time in years. The result: a more fluid and friendly evergreen system that exudes the brightness of Tropicana. The guidelines set the stage for new creative campaigns, and digital content and even inspired a website redesign that launched in early 2023.