Shikatani Lacroix

BACKGROUND
Tropicana® is one of the key brands in the portfolio of Pepsi-QTG Canada, the nation’s leader in beverage refreshment. In 2007, Pepsi-QTG Canada wanted to redesign the packaging for Tropicana® Tropics® based on “vacation in a glass/tropical escape” positioning. The client wanted a design that is consistent with its parent brand equity: premium/quality juice.

CHALLENGE
The package redesign needed to grab the consumer’s attention with a look and feel of a tropical escape while maintaining consistency with the Tropicana® portfolio. It needed to stand out in its product category as unique, all-day refreshment, at the same time dial-up its health benefits to consumers.

SOLUTION
Adhering to the client’s objectives Shikatani Lacroix explored several concepts and came up with a design that creates a strong shelf presence standing out among the competitive set. We used tropical cues such as foliage, water, and tropical fruits to evoke ‘tropical escapism’, communicating an exotic, upbeat and energetic brand. The tone of the graphics is cheerful and optimistic. We also maintained the same colour palette on the packaging that are similar to the current packaging colours for consistency, and communicated the health benefits of the Tropicana® Tropics® products as reinforcement on the packaging.

RESULT
Package redesign with strong shelf impact and differentiation from its competitors. A “vacation in a glass” combined with the Tropicana® brand’s trusted quality and superior taste.

Tropicana® and related marks - Tropicana Products, Inc. Used under license.