Looking for your Orange Juice? How do you feel about changing grocery store brands?

The next time you are rushing through the grocery store it may take an extra minute to locate your favorite carton of OJ. The ever popular Tropicana Orange Juice carton has taken on a new look in recently, much to the confusion of regular customers. The new packaging takes on a modern, streamlined, and simplified look. Replacing the standard orange with a straw with a less distinguishable glass of OJ.

Customers are not afraid to let the company know what they think of the new design (http://flcitrusmutual.com/news/nytimes_tropicana_012709.aspx). Although the reviews are mixed it seems that most are not in favor. Many consumers described the carton as generic and dull, often confusing it for a bargain brand juice. Praise does however go to the new cap design which brings a new level of creativity to your average OJ carton. Creating the orange as the cap brings some of the old brand identity to the carton.

The most confusing aspect of the Tropicana redesign can be found when looking across the Tropicana Product Families, http://tropicana.com/products/overview/index.html . The new design can only be found on orange cartons, not the entire line. The rest of the Tropicana family remains in the old design, creating even more confusion for the consumer and the overall brand identity. As consumers we are accustomed to certain brand designs and logos and are often thrown off by change. Although I commend Tropicana for trying something radical, I am disappointed with the execution.

How do you feel about changing brand images and logos within your local grocery store?