A lesson in brand equity: Freshening up a dated design is often a good idea. But if you have one of the most identifiable images in your industry (like Tropicana's straw-in-the-orange) don't dump it. Your consumers do care. p.s. To designers: After communicating what the product is, the most important challenge in packaging design is differentiation: stand out from the competition and clarify distinctions within the product line.
