Tropicana Twister
Not all oranges are created equal.
Tropicana Twister is the category leader in the Vietnamese market for RTD orange juice. Despite facing fierce competition from local brands with similar “me too” packaging, maintaining its leadership position called for a design overhaul.
Our objective was to craft a lasting, distinctive design that embodied the unique essence of Twister, setting it apart from local imitators and solidifying its position as the category leader.
The challenge was to develop a refreshed design that is uniquely identifiable, stands out from the crowd, while still incorporating essential category visual elements like orange imagery, leaves, splashes and more.
We initiated the repositioning of Tropicana Twister with the strategic concept “Twist the Tempo,” aiming to transition the brand into the lifestyle sphere.
Taking inspiration from the term “Twist,” the updated design centres around crafting an iconic and refreshing ingredient narrative. This distinctive element serves as a recognisable key asset, enhancing shelf impact and setting Twister apart from its competitors.
The objective was not to revolutionise the category but to introduce a thoughtful change that maintains familiarity with existing consumers while creating an opportunity to attract new users.
The end result is a more cohesive and engaging proposition that leans into consumer expectations, from first visual impression to flavour experience.
What we did:
Packaging Design, Production & Final Art
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Associate CD
SEA
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Global CFO
Text
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Managing Director
APAC
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