The move towards simplicity

Recently I've began to notice how many brands seem to be taking a simpler approach with their branding initiatives. Personally, I'm a fan. The first brand I noticed doing this, many months ago, was Rembrandt toothpaste. I'm usually very brand loyal, but Rembrandt's simple, clean packaging appeals to me so much that I've considered giving the brand a try numerous times based solely on its packaging. In fact, next time I need toothpaste, I just might.

More recently I've noticed Tropicana rebranding itself. As you can see, the new package has cleaner lines and more subdued colors. It no longer features a picture of an orange with a straw; it instead uses more white space and a large glass of orange juice. The Tropicana logo runs vertically now. The cap is also a cute touch -- mimicking an orange. In my opinion, the new look is very fresh and modern. It almost seems healthier just based on the package. Others seem to have had a difficult time adjusting to the new look. A common argument is that the the updated packaging resembles a generic store brand.

In a world where store's shelves are packed with cluttered advertising, simple branding is very refreshing. I'm sure if you take a look around, you'll notice this new trend. In April's issue of Glamour, ads by both Walmart and Marc by Marc Jacobs used lots of white space. I also picked up a copy of the magazine Real Simple while at the dentist's office last week. I'd never heard of the publication before, but the uncluttered cover intrigued me. I wish I would have had more time to flip through it.

PepsiCo is also on board with simplicity. Gatorade has moved towards using "G" and Mountain Dew is using "Mtn Dew". If you check out any Pepsi product, you'll see that the cans and bottles feature a plain but stylish font, and little design besides the logo. The lack of clutter makes Pepsi products stand out, and, like I mentioned earlier, the products almost seem better for you now. Weird, I know.

One exception to my liking of the new look is the Sierra Mist can. When I first saw it, I felt like it was some sort of co-branding for the movie The Mist.


A blog from someone who disagrees with Tropicana's rebranding.