Tropicana, the leading maker of refrigerated fruit juices, was challenging Joker on the room-temperature aisle. Perceiving it as a premium brand closely associated with glass bottles, consumers had yet to spot Tropicana’s new PET bottles on the shelf. The new products were a mere adaptation of the glass bottles and did not convey the practical and modern advantages of PET.

Highlight the specific advantages of Tropicana’s PET offering within the range, while upholding the brand’s traditional association with quality and its visual identity.Differentiate the offering more from the glass-bottle range.Give the products shelf impact and emphasize volume perception vs. the competition.

Dragon Rouge focused on recognition of Tropicana’s formal codes updated to reflect the modernity, impact and dynamism specific to PET. Emphasis on the Tropicana collar as an identifying element specific to the PET range.Reworking of wave on the lower half of bottles suggesting movement and modernity.The result: an elegant bottle that affirms Tropicana’s individuality in an accessible and contemporary way.