Tropicana / Rebrand

CLIENT: Pepsico   ROLE: Design Lead   AGENCY: HA, Core / London   CD: Michael Connors, David Lemley

Tropicana was facing a real challenge: consumers no longer saw it as a premium brand with real distinctions and started switching to less expensive options. We needed to help them regain supremacy by finding a new raison d’être. We needed to signal to the consumers that Tropicana plays an integral part in people’s daily rituals because its products offer essential benefits and help us thrive.

In search for a perfect metaphor, I’ve landed on a hummingbird as a symbol for Mother Natures’ transformative powers which revitalize and refuel our bodies. From this concept I created a vibrant, immersive brand experience using an expanded line of packaging and advertising.