15 years after its historically bad rebrand, Tropicana unveils a juicy new look

Playful type, childhood nostalgia, and a return of the orange cap.

A red-and-white straw sticking out from a juicy orange. Retro-inspired typefaces. Bright, eye-catching colors. Tropicana’s new look is bursting with visuals that harken back to a nostalgic childhood breakfast—and it’s everything the company’s last rebrand failed to be.