The controversy in this case was due to the lack of innovation. Although the logo needed a change (it is more than 20 years old), this was not the way to go. They fell short, and the result was a visual identity that seemed to have regressed.
Tropicana
Tropicana failed to exploit the advantages of the nature of its product in the redesign of its identity.
Tropicana juice has a high percentage of natural orange juice, which is why they are allowed to put an orange on their packaging. Other brands cannot do this because they do not have that amount of NATURAL juice allowed. Taking this into thailand viral telegram account, the conceptual error was choosing to use a GLASS OF JUICE instead of the orange. A wasted opportunity!
The impact was so negative that people DID NOT RECOGNIZE IT on the shelves. It was a failure from start to finish, which cost 35 million dollars in advertising.
Some tips to renew yourself (without dying in the attempt)
To successfully complete this important process for a company, there are certain guidelines that can be applied to most cases, and we say most, because each company is unique and will experience its visual identity renewal in a different way. These guidelines are:
Hire qualified professionals, B2B specialists
You probably have a cousin or a friend who is good at design, but it is important to take this process with the importance it deserves. Working with the right professional will save you time, money and effort, and will lead to a good end result.
Assemble an internal team that will be responsible for carrying out the process
Not everyone can have an opinion on everything. It is necessary to organize and consolidate opinions in order to be able to give the appropriate feedback to the design team. Assigning a person in charge is a good solution.
Communication is key
If the management team cannot properly communicate to its supervisor what its intentions or objectives are with this change, it will all be in vain. Communicate and make it clear before starting work, to understand the purposes and what is sought with this renewal. The more information you provide, the better: if you help the team you selected to understand what your needs are, you will get what you need as a result, as simple as that.
Understanding that you are going through a process
Rome wasn't built in a day, and neither is your new visual identity. There is no professional who knows you and can come up with the right result in one day. Information needs to settle, ideas need to mature, it's crucial to test, research, and analyze. Don't underestimate the stages of work, they are essential for a successful renovation. Be patient!
Don't let ideals hold you back
Yes, of course the best thing to do when changing your visual identity is to appear everywhere with everything new overnight. Many times this is not possible, the costs are too high, you have too many business cards with the old identity, or you simply cannot take care of everything at once. Set deadlines, establish goals, and do it with time. Eventually you will have everything captured with your new visual identity. It is better to do it slowly than to do it never.
The brand is a promise
Your visual identity cannot convey one thing and your actions the opposite. Brands are a set of expressions (visual, verbal), actions and behaviors. EVERYTHING you do communicates, and what you don't do does too. Deliver on your brand promise, never forget this.
Nobody cares if you like it or not
It's important to be able to separate what you like from what the brand needs. Remember that you're telling their story, not yours.
Don't be afraid to innovate
As Luis Miguel's manager said: "Nobody ever regretted being brave." It is better to take a risk than to be lukewarm; lukewarm brands have a short shelf life.