Juice-producer Tropicana has recently undertaken a rebranding of all their packaging, and graphic designers, in particular, do not seem to be overwhelmed with the artistic genius of said exercise, as Steven Heller points out.
Consumers are mixed (see here) but I, for one, believe that making this brand so bland (and you have to admit it's bland, don't you?) is a big tactical mistake, even though I do like the new cap (above).
OK, so Tropicana weren't doing the rebrand for the benefit of the notoriously exacting and snobbish graphic design community, but I still think that this is a mistake... [Emphasis mine.]
A company exec wrote to Stuart Elliot at The New York Times: "We're pleased people feel so passionately about our brand, and we're listening to their feedback. While the packaging has changed, the product inside is still the same high-quality orange juice consumers know, love and trust."
It is your humble Devil's view that if you have to explicitly say something like that—that is, you have to reassure your customers that your product is still as good as it was—then your rebrand is an epic FAIL, is it not?