Tropicana’s tasteful 2024 refresh shows that it learned a valuable lesson from 2009, when the rebrand took away the iconic orange pierced by a straw, simplified the logo, and flipped it vertically.

"About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and their sales dropped 20% in one month. Some pundits said they weren't recognizable," Ryan said.