Monday, March 9, 2009

Back to Basics

I was eating breakfast this morning, and I couldn't help but notice the bold new graphics on the Tropicana orange juice package. What happened to the good ol' straw sticking out of the orange? They have stripped the packaged down to the essentials: white background, glass of o.j., and 100% pure statement. Plain and to the point.

Orange juice is not the only beverage that has switched to minimalist packaging. Just look at the new Pepsi can: blue background, stripped down logo, the name, nothing else. Or the Vitamin Water bottle, with is two-toned label and simple text. Kraft has also come out with cleaner packaging. These companies know that simpler is better. Each of these designs practically jump out at you from the shelf.

I have to say, even though it is are so simple, I am visually pleased with this new trend. Maybe we will finally be able to say good bye to the over use of swirls and grunge accents. I hope so. :Z


  1. This is a great point you bring up - I have also been noticing the changes of packaging in the grocery stores and it has been catching my eye as well! In fact, I have bought the Kraft cheese featured above the last two times instead of the generic brand because something about the simplicity of the packaging makes me feel like it's more natural and healthy. Amazing how a wrapper can impact a consumer's choice so much, price never even factored in! Also, take a look at the attached article regarding the recent switch for Tropicana - it looks as if it didn't go over well with the shoppers, and soon the new packaging will be a short-lived mistake...

  2. Thanks for the comment! This article in the Wall Street Journal is really interesting, I guess orange juice consumers are very picky about their packaging!