Having lost 20% in sales in just one month (which equates to a loss of tens of millions of dollars) and reverting to the original, beloved package design, it's interesting to learn the motives behind the re-design of Tropicana orange juice earlier this year by Peter Arnell, CEO of Arnell Group.



I always rather enjoyed the orange skin cap. However, this fiasco reminds us that when something isn't broken, don't try to fix it. Also it's a reminder of how good design really does matter to consumers, whether or not they realize it.

The new design carried many of the same hallmarks of the Pepsi redesign which the Arnell Group also executed — san serif typefaces, plenty of open space, and the apparent aim of trying to make everything look like an iPod. This type of design style simply doesn't translate to food products.