Tropicana

Pretty refreshing packaging design, clean and I'll bet looks sharp on the shelves. The typography is tired, but then it is an old brand, one step at a time I suppose. This is a cool design feature:

THE MECHANICS: Tropicana wanted a physical mnemonic for the brand. The design team at the Arnell Group took half of a mid-season orange and created a cap that mimicked its peel in both color and texture. Because you have to squeeze it and turn it, "the cap symbolically represents the essence of the message which is that it the juice is fresh squeezed," said Arnell. The cap is made from a special gauge of plastic with a soft rebound to it, he said. "It's got a tactile quality, not unlike an orange. It helped us create a whole new ritual for Tropicana."