Bursting with fruit goodness, you’ll find Tropicana’s recognisable cartons and bottles in fridges all over the world. Our task was to help give this shopping-list essential a more globally consistent and iconic brand expression. That began with translating Tropicana’s ‘Make every day brighter’ purpose into a distinctive visual identity that would appeal to the hearts and minds of family shoppers.

In a crowded category, simplicity wins and consistency stands out. So, instead of starting from scratch, we focused on the real juicy truth of the brand and distilled it down to a single-minded and unified expression. By identifying the ‘straw in fruit’ as our key visual asset, we’ve created a graphical shape that works as a point of focus across all comms. To complete the ID system, we also defined a new approach to photography and a fresh tone of voice.

In times of uncertainty, we’ve helped shoppers feel more confident and in control of the positive choices they make for their families. And we’ve helped Tropicana shift from a leading brand to a loved brand that can be consistently relied on to deliver the same great taste, every single time.