The backlash was swift. Customers wrote letters, sent emails and called Tropicana in droves to complain that the new symbol and carton design were generic and cheap-looking. Tropicana’s sales ...

“Because I do, and the new cartons stink.” Peter Arnell, the designer behind Tropicana’s rebrand—who was also responsible for Pepsi’s metaphysical 27-page redesign outline in 2008 ...

Our trained tasters pitted standard Tropicana Pure Premium against four ... And all have a suggested retail price of $3.64 for a 64-fluid-ounce carton. Whether the added nutrients make the ...