The Eyelet.

There’s been a lot of buzz around the office about brands that have recently decided to simplify their look.

After Coca Cola released a stylish revamp of its classic look, Pepsi decided for a minimalist overhaul. Ever since these cans hit the shelves, they’ve been getting mixed reviews here at Mlicki — some of us think the rebranding is a fresh move forward, while others can’t help but feel that it screams student project. Regardless of personal preference, we all agree it was a bold move. Pepsi is standing by it strong — maybe a little too strong. With the enormous amount of supportive advertising they’ve put out, it’s clear that they are banking on the hope that the new brand identity is embraced and not confusing customers. And let’s not get started on Pepsi riding the Obama bandwagon.

Tropicana, a Pepsi brand, went through a face-lift as well. Following the trend, its packaging went for clean type, fresh and simplified imagery, and lots of white space. It also had some clever touches, like a round, bright cap that resembled a tiny orange. Similar to Pepsi, some customers liked the new look, while others couldn’t make the jump from the old packaging to the new. And yes, they went political too, but in a more creative way.

SO WHY DID TROPICANA GET PULLED FROM THE SHELVES WHILE PEPSI IS STAYING PUT?

When both rebrands had similar reactions from customers, why did PepsiCo decide to pull the plug on Tropicana? Let’s look at Pepsi. The main element that distinguishes Pepsi from Coke is the color blue, which was used to full advantage in its new branding. With an entirely blue can, it allows freedom to introduce a distinctly new brand identity, yet still be Pepsi.

The Tropicana rebrand had everything designers love: clean type, crisp imagery, and plenty of white space. But customers are asking, where’s the big orange with the red-and-white straw? Tropicana underestimated how much brand equity was held in that orange. While the image has been around for a long time, that doesn’t mean it has become outdated. Actually, it has grown in value. And with designer generic brands, such as Target, producing slick, stylish packaging, a Tropicana carton without the orange suddenly loses its name-brand appeal that its customers hold dear.

HOW ARE THESE BRANDING ISSUES AVOIDED?

The key is to identify the brand assets that are essential to holding the trust of a customer. Brand assets are distinguishing features of the brand that help foster powerful emotions between the brand and its customer. When a brand is stripped down to the basics, it shows what elements have the most value and importance to the customers. Yes, the Tropicana orange is a little eighties, but one could also say the Morton Salt brand is a little 1960′s, and yet you still want to buy the can with the little girl on the front. To drop this asset would leave a huge gap in the Morton brand.

Less clutter is always effective in brand communications, but what’s most important is identifying the worth of existing brand elements, and simplifying accordingly. To learn more, visit our page on rebranding.