Tropicana VIS Global Restage

The objective of this project was to create Tropicana’s first unified Global Visual Identity Style Guide, establishing a consistent and scalable brand system across all markets. As the #1 juice brand globally, Tropicana required a cohesive framework that would strengthen recognition, reinforce iconic assets and ensure clarity in execution worldwide.

Our approach focused on defining a single global logo, clear typographic hierarchy, colour architecture and fruit-first photography principles, including the iconic straw-in-fruit system. Rooted in the brand purpose “To Make Every Day Brighter,” the guidelines created a confident, vibrant and flexible visual language that could be consistently applied across packaging, communications and retail touchpoints while allowing markets the adaptability needed for local relevance.