Gosh, I remember this so well (it was 2009, not 2008, as this article states), rarely has a new logo/packaging change had such an impact on a product (Gap’s abo

Gosh, I remember this so well (it was 2009, not 2008, as this article states), rarely has a new logo/packaging change had such an impact on a product (Gap’s aborted logo redesign in late 2010 is probably still the ultimate example. That one lasted less than a week before reverting.). A better retrospective I think, is here [1], but it failed for all the reasons people in the comments have said. When you’re talking about consumer packaged goods, it is important to remain recognizable, especially on a store shelf. Getting rid of the iconic orange with a straw and replacing it with something that was very late-2000s Swiss type minimalist was just the wrong move. And an expensive mistake. Not Pepsi’s first or last logo/packaging mistake (there is a great meme that shows all the iterations of the Pepsi logo/can design over the years and then like one Coca-Cola design that has basically been consistent since the 1890s or something that isn’t technically accurate, but it true enough in the abstract), but probably one of its more costly, especially since it didn’t include a formulation change. [1]: https://www.thebrandingjournal.com/2015/05/what-to-learn-from-tropicanas-packaging-redesign-failure/ https://www.thebrandingjournal.com/2015/05/what-to-learn-fro...