When Rebranding Fails

Rebranding or redesigning an iconic trademark is always going to be met with a certain controversy, but it’s not often that a new brand is met with such widespread disapproval that it is removed shortly after introduction.

The New York Times has an interesting article on the recent Tropicana rebrand debacle, which saw redesigned packaging, logos and marketing by The Arnell Group rejected shortly after introduction after a large number of ‘passionate’ complaints from consumers.



The question now is, are the other rebrands by Arnell for Pepsi Co. in danger of meeting the same fate? The Pepsi range rebrands have been met with widespread disapproval and outright vitriol from some consumers, particularly on online design blogs and forums. However the new designs have now been rolled out across the globe, and the controversy in the design community has all but disappeared as people seem to be accepting the new branding.

Check out the original NY Times article here.