I agree with this post that calls this redesign of the Tropicana juice packaging a mistake. It reminds me of the generic fad a while back where the grocery stores had items in simple black and white packages. The company name is not distinctive, the actual product is not distinctive.
Tropicana folds and goes back to their old packaging. NY Times
Does Arnell, the firm that created these awful packages, have to give back their fees now?