stencilled

book cover

inside page
plexiglas colors
sleeve Each chapter will be displayed with a different color on
the inside pages, matching the color of the fruit on the
introductory page.

book
design
5
 Orange
is
the
happiest
color.
Frank
Sinatra.

7
 how to use
this book ?
The Tropicana Global Equities outlined in this guidelines document
are intended to provide guidance to agencies around the world that
will be developing Tropicana communication assets
in the future.

This will define a distinctive and ownable take on our Nourish

Optimism big idea.

9
 1/ Brand foundation
2/ big idea
3/ judgement criteria
4/ visual identity
5/ tone of voice
6/ Photography
7/ Moving images
8/ Layout
9/ sound identity
10/ appendix

11
 1
brand foundation

1
brand
foundation
1952
Brand DNA
Now
Manifesto

13
 1
brand foundation

Our Promise
To deliver the power of fruit to help you feel good
inside (and out).

Our Purpose
GETS YOU READY FOR LIFE.

Our Core Belief

Life is for living and feeling good on the inside helps
you experience the full potential in every day.
2/ brand foundation

15
 1
brand foundation

Nourishment Key Brand Point

Pillar of Difference
Demand Spaces
Real and distinctive fruit recipes crafted
Healthy Morning
with our unique blend
Drink for your Health
of expertise and artistry

Backed by :
Trusted global heritage - 60 years of experience
Points of Parity / Drivers Respect and passion for fruit
Taste & Naturalness Commitment to the art of fruit

Benefit Ladder

17
 1
brand foundation

GETS YOU READY FOR LIFE

(Feel) inspired
Emotional to live
Benefit each day to the fullest
Personality

Passionate, Vibrant, Confident, Optimistic Revitalize Body & Mind

Functional
(i.e. – pleasurable experience, helps you
Benefit
stay healthy, moment of reset)

The Goodness of Our Fruit

Assets
Wordmark, leaf, green & white, fresh
and bright colors of nature/ tropics, Straw/orange (US)
Product Grounded in nature – 100% pure, with nothing added
Attributes Delicious taste – fresh , high quality
and RTBs Positive Nutrition – 9 nutrients inc. Vitamin C
Real fruit experience – rich color, smell, texture

19
 1
brand foundation

1952
Like many an immigrant before and after, Mr. Anthony Rossi left
his native lands (Sicily) with the timeless dream of a better life
in America. One can only guess how he felt as these new horizons
beckoned. We can however, look back and gauge his success
as a both businessman and visionary, from buying his first orange
grove to developing‘flash pasteurization’,
which kept his orange juice fresh and tasty.

We also know about his trains which brought Tropicana from

Florida to the rest of America, and his push so that school kids
in Florida had fresh orange juice on their school menus. Good
business sense indeed, but also a great idea to underline the
healthy goodness of fruits to the burgeoning society of the day.
Judging from these achievements, it’s safe to say Mr. Rossi was
an optimist, a man who seized his opportunity when he saw it.
We feel his legacy of optimism lives on in Tropicana today.

21
 1
brand foundation

NOW
Now Tropicana is extrapolating on this theme by connecting
the nutritious effects of fruit’s minerals and sunshine vitamins
on the body, to the revitalizing feel-good impact that these have
on our minds.

Through the benefit of vitamins in fruit you could say that sun-kissed
optimism exists in every carton of fresh Tropicana juice. Where Mr.
Rossi brought Tropicana’s sunshine goodness to the breakfast tables
of America, today we’re bringing the same uplifting powers of fresh
fruit juice to the world.

23
 1
brand foundation

Manifesto

Like the sun, fruit enlighten our day, our lives, our world.
With its bright and vivid colors.
With its rounded and sometimes odd shapes.
With its tasty & juicy softness, bitterness, sweetness...

Fruit can affect our body and our mind.

It makes us feel good, more ready to take on the day,
and more optimistic about what it has in store for us.

The passion for fruit has been part of our heritage for over 60
years and we remain as committed as ever to what we consider
to be an art. We’re constantly researching new fruit tastes,
textures and variations to delight fruit lovers from all over the world.

Through the nourishing goodness of its fruits, Tropicana revitalizes

your body and mind, awakening the positive energy
& outlook you need to make the most of each day.
25
2
big idea

2
big
idea

27
2
big idea

NOURISH
OPTIMISM
With all the fast-paced aspects of daily life that
can distract us, getting the best start to every day
can be tricky. Thanks to drinking the nourishing
goodness of fresh Tropicana juice,
we can breathe life into our day right from the
start. Our great tasting juice can provide some of
the essential vitamins we need to go about our life
with a positive outlook and to get the most
out of our day.

Tropicana, your daily source of optimism.

29
2
big idea

why it
works?
Human Truth
Tension

31
2 The power of optimism grows on trees.

It’s obvious really. All we have to do is look at the

big idea

beauty and color of fruit, right there for us, ripe

for the picking. The rest is down to know-how,
experience and a passion for the art of fruit.

When the delicate process of extraction is

complete, taking great care so that all the fresh
goodness is locked in tight, all we’re left with
is pure healthy goodness and a reliable daily
source of optimism. The symbol of optimism
could easily be a fruit.

33
2
big idea

Optimism
taste

It’s all a matter of taste.

Now that we’ve selected and pressed only the very
best fruit, all that’s left is to take in the delicious
aromas, feel the silky texture and let the great
natural taste give us a flavor for living life well.

35
2
big idea

We could go on about the great taste of Tropicana juice but there’s

even more to it than simply awesome tasting fruits. When one drinks
Tropicana they don’t just thrill their taste buds, they experience
and feel the fruit too. This is the nourishment of optimism in action,
when all the juicy wholesome inner goodness gets converted into
a healthier state of mind. We are revitalized. How refreshing is that?

37
 3
judgement critea

3
JUDGEMENT
CRITERIA
natural
vibrant
single-minded
Uplifting

39
 3
judgement critea

Literal inspired

Literal
The radiant energy of the sun
captured within a freshly sliced lemon.

Inspired
Design inspired by natural
shapes and form.

Behaviour
A natural (but not posed) moment

behaviour

Natural
Real colors and shapes born of nature. Light and shade evocative of sunshine,
taste and texture.

41
 3
judgement critea

Literal inspired

Literal
Bursting with life.

Inspired
A vibrant, layered colour
palette inspired by the tropics.

Behaviour
A vibrant harmony
of nature and modernity.

behaviour

vibrant
Richness that makes an impression. Bristling with life, inspired by the feeling of
the tropics.

43
 3
judgement critea

Literal inspired

Literal
Simple graphic expression
that flatters the viewer.

Inspired
A bold combination of design
and nature.

Behaviour
A bold interpretation.

behaviour

Single-minded
Richness that makes an impression. Bristling with life, inspired by the feeling of
the tropics.

45
 3
judgement critea

Literal inspired

Literal
A playful typographic
execution.

Inspired
The emotional feel
of uplift brought to life
in an interactive way.

Behaviour
An uplifting pursuit, bursting
with energy and excitement..

behaviour

uplifting
Bursting with possibility and potential. A sense of forwards motion and radiant
warmth.

47
49
judgement critea

3
 4
visual identity

4
visual
identity
logo guidelines
pack application
colors
typography
tagline

51
 4
visual identity

Before Logo Refinement

We recommend refining the logo.
Small tweaks like making all curves consistentand
sympathetic to shapes around it and refining how
high the leaf sits from the word mark.

logo evolution
The first step on the journey to building an iconic brand is to apply it consistently
worldwide. This means only one brand mark for all markets.

53
 4
visual identity

C85 M35 Y95 K30 C84 M24 Y92 K9 C75 M14 Y90 K0 C50 M6 Y90 K0

Note: The graduation

must not be altered in
any way. Always use the
master artwork file.

logo graduation
A ‘natural light’ graduation has been added.
The graduation is inspired from the radiant glow of the sun and is designed
to give added depth and warmth to the brand mark. It radiates into the leaf
and the Tropicana word mark as if the sun is shining through the brand mark.
The graduation can be used in blocks or panels in radial form. CMYK breakdown as shown.
Never adjust the radial graduation in the Tropicana brand mark, always use the master
artworks.

55
 4
visual identity

4 colour logo 1 colour logo

Single colour green

Pantone 348c
C100 M0 Y85 K24
R1 G106 B58

logo usage
The Tropicana brand mark must always appear on a white background.

57
 4
visual identity

With photography background 2 color logo

4 colour logo is allowed on white photography Do use 4 colour logo on advertising end frame. Tropicana dark green and light green For example use on shipping containers
Please allow a light, calm area for this to sit on.

Color background

Example of logo against warmer light end frame. Do the logo in white against fruit colours Do the logo in white against fruit colours
(Same as above applies)

logo special
Do the logo in white against fruit colours For example on fruit photography

circumstances
In special circumstances only the logo may go white when applied over fruit If there are colour or production restrictions, for example single colour printing,
colour/ photography. The brand mark with graduation is the primary brand use the single colour green. If negative colour ways are needed to be used please
mark, it must be used whenever possible. consult the brand team.

59
 4
visual identity

Do not change the gradient in logo, always use the Do not reverse colour balance on 1 colour logo Do not use the 4 colour logo against strong colour Do not place the logo over a busy area on
master art worked logo as feels too corporate photography or advertising

Do not alter the size of the leaf Do not use the lighter green in a 2 colour print Do not use a keyline on logo
as it changes the leaf too much from the core mark

logo don’ts
To allow the brand mark to be used consistently please do not alter the colours, Do not use a keyline around logo to ensure standout against photography,
gradient or proportions of the logo. Do not use the single colour logo reversed logo should be placed in a visually calm, light area of photography only.
out of green as this is the incorrect proportion of white to green.

61
 4
visual identity

colors
All secondary colours have been taken from fruit. These colours can be used in
typography. Colour, if not through printed colour, can come from photography
which is why it is important that the colour in lifestyle pack and fruit are
naturally vibrant and rich.

63
 4
visual identity

typography
Existing Tropicana fonts. Move to one consistent font. Matthew.

65
 4
visual identity

typography
Using the judgement criteria and inspired by the characteristics of the Tropicana
letter forms a new typeface has been proposed.
There are a number of different weights for flexible but consistent use across all
Tropicana communications.

67
 4
visual identity

Fruit texture
close-up

Your daily source of optimism

Your daily source of optimism

Your daily source of optimism

typography color
When looking at various typography, colors are picked from fruit.
This ensures our colours are naturally vibrant. When using coloured typography
keep it against a white background. This ensures consistency and readability.

69
 5
Tone of voice

5
tone
of voice

71
 5
Tone of voice

striking
the right balance
Even though Tropicana is a premium brand and our people are fruit
experts, we are never arrogant or pretentious.

Our tone is light-hearted and can be amusing but is never laugh out loud
funny. We are gracious and well-mannered yet dynamic, convincing
and earnest when we talk about our brand and products.

73
2
big idea

tone of voice dO’s tone of voice Don’ts

Be cool, happy, relaxed and welcoming We’re never trite, corny or use any ‘been there, done that’ phrases

Be confident without being arrogant Never use stock phrases

Tongue-in-cheek where appropriate Never use clichés

Be energetic without being sporty Never be dreary or dull

Be bold and audacious in a ‘less is more’ kind of way Never get over-enthusiastic

Be supportive in an upbeat and encouraging way Never be too soft, we do want people to ‘wake up and smell the orange juice’ without
shouting it from the rooftops either
Be intelligent without being intellectual
Never be sarcastic, ironic or narcissistic

75
6
photography

7
photo-
graphy
casting
attitude
environnement
photo style
fruits
juice
pack

77
6
photography

Capture
the light
In this section we’ll be referring to guidelines concerning how best
to go about capturing the essence of Tropicana on film, with stills
and in motion.

It is comprised of five sections of Do’s and Don’ts on castings, visual

environments, photo styles, fruit photos and juice photos. While the
examples given are not exhaustive, they will give a clear indication
of which direction our photographers should take when capturing
our future visual assets.

79
6
photography

natural beauty real kid

funny kid close-knit all ethnic groups

Casting
We want ‘real’ people with interesting faces who are not afraid to express They are above all spontaneous and possess natural beauty, coming from
themselves, they are confident too yet always come across as approachable. all ages and ethnicities. We’re on the lookout for families that are natural, tender
and close-knit. The bonds between parents and their playful kids are strong.

81
6
photography

At ease Too stiff Genuinely content Too ‘model’

Natural beauty Heavy make up Regular folks Too ‘unusual’

Real kid Too preppy Classical No ‘edgy’ looks

casting do’s/DON’TS
No exaggerated attitudes, no too funny-faced kids either, and also, no too
serious kids. No ‘preppy’ ones. Humor should be subtle, suggested and not too
obvious or driven.

83
6
photography

playful Mischievious

Self-confident / scruffy Smiley faces Proud

attitude
We like smiling faces showing us optimism is an attitude too. The kids can be Adults show pride and gratitude in equal measure and display smiles which evoke a healthy
a bit scruffy like they’ve just been out playing and come into the kitchen for get up and go outlook on life.
some juice. They can be joyfully mischievous too but not too rascally.

85
6
photography

Natural Too staged Spontaneous Faces too funny

Real expressions Too much Selt-confident Shy

Real laugh Fake smiles Relaxed Fake emotions

attitude do’s/DON’TS
No smug looking faces, no too-funny faced people either. No serious, preppy
or obviously orchestrated posturing. No overtly exaggerated attitudes.
Humor should be subtle, suggested and never too obvious or driven.

87
6
photography

balconies wide spaces

open spaces greenery natural light

environment
Greenery is present in urban landscapes (parks, balconies, trees…) and can Wooden floors bring a natural feel to interiors. Windows which open on a radiant
be represented fully in the wide open spaces. Greenery/nature is bathed interior are good, even if they don’t have too much greenery.
in sunlight (no winter or autumn sunlight). Interiors are contemporary Kitchens will be to the fore.
yet comfortable and not too designer, always in natural light.
89
6
photography

Messy Too staged Warm decoration Too cold

Greenery Too much concrete Always some vegetation No opening

Natural Too neat Light flooding in Dark corners

environment do’s/DON’TS
No restricted or too-framed visuals, no photos without ‘openings’. No uniform
visuals, no black and white shots and no photography without nature present.
No shots with only a little bit of nature. No concrete dominated visuals, at least
none without a balancing nature, even in the city.
91
While we do like light flooding into rooms we don’t want dark corners being
created here. Neither do we want rooms which are too ‘cold’ or where
the decoration is to ‘orchestrated’, too ordered and too neat.
Cold is out.
6
photography

part of the action warm light

dynamic level perspective sun flares

style
Thanks to dynamic compositions, we bring the viewer right into the image, Lens flares and dynamic backlighting which allows us to feel the sun,
whether it’s through a look to the camera or from some element approaching even as spectators. An embracing, warm and soft light is a must.
us (example: the hand in the image above). This allows the viewer to participate No overtly hard sunlight like the midday sun which overwhelms the image.
in the action and carry them to the same level as the characters.
93
6
photography

Harmonious Fake angle Sun flares Overloaded image effects

Natural angle No wide-angle Soft light No strong shadows

Organic Too far / artificial Morning lights No evening / night

style do’s/DON’TS
No wide-angle or fish-eye shots, we’d like to stay natural.
No powerful camerawork
or anything too artificial, or too staged. We’re never too far
from the action where we risk to get excluded.
95
No hard light with strong shadows. No black and white, no re-colorization and
no night/evening ambiances.
Careful not to overload images with effects (too much lens flare, or bokeh). No
Instagram style shots which alter the natural colors.
6
photography

Fruits
When we are on product and ingredients, we want to be as close as possible always present in the fruit. It is important to capture the sun’s energy in the
to the fruit to create a fully immersive and sensorial experience. We can get in fruit. The fruits have lush shapes and are always juicy, bursting with flavorful
tight on the translucent landscape of the fruit to evoke rich tasting textures goodness and display deep rich colors.
and vivacious freshness, using light and shade to induce sunshine which is
97
6
photography

Juice explosion No hand Natural sun Flat

Backlightings Too much Simple Too descriptive

Clear Too dark Glossy Too dry

fruits do’s/DON’TS
Here we’re right at the heart of the glistening fruit which is bursting with juicy The sun always highlights the fruit as opposed to an image that is too flat
goodness and never dry. There’s no human presence here, no hands or fingers and/or cold.
pressing the fruit and the background is indistinct i.e, there’s nothing to draw
attention away from the vivacious fruits.
99
6
photography

juice
The fruit must always appear full of energy, opulent and in movement.
It should be mouth-wateringly bright, brilliant and always silky.

101
6
photography

In movement Too flat Juice flooding Too fake

Slight pour overflow Too many splashes Turbulent No bubbles

Simple glassware Too complicated design

Bright orange Too yellow

juice do’s/DON’TS
The juice’s deliciously smooth texture is always highlighted in movement as it We can have droplets of juice around the glass when the juice creates splashes
pours silkily into the glass. It is never static and doesn’t bubble in any shape or as it is being poured, but these should be kept to a minimum.
form. On the other hand, movement is conveyed with flowing swirls, smooth
ripples and waves in the glass.
103
 photography

105
pack
 photography

107
pack
 7
Moving images

7
Moving
images
consumption
appreciation
signature shot
end frame

109
 7
Moving images

FEEL
THE NOURISHING
EFFECT OF FRUITS
Here we evoke the clear nourishing effects of fruit on our bodies and
minds. But it’s not enough just to show it.

We have to feel the nourishment. Just as when we drink Tropicana

we actually feel the fruit.

Whatever the subject, style or script in local ads, certain rules must
be respected in the manner in which fruits and juices are shown and
the way the juice is being consumed.

111
 7
Moving images

Consumption shot
Here we enter a profoundly sensorial realm where we’re looking for unusual
and astonishing visual shots. The act of drinking is emphasized with an
interesting close-up on the mouth, and the Adam’s apple is flexing as the
juice descends. There is a momentary pause of closed-eye indulgence as the
wholesome goodness hits home.
113
This sense of great-tasting satisfaction is confirmed when the eye opens again
and we can read the optimism in the actor’s regard.
This is followed by a solid and authentic smile that is neither exaggerated
nor staged. The optimism might be subtly conveyed but it’s unmistakable
nonetheless.
 7
Moving images

APPRECIATION shot
Our actors portray an optimistic point of view on the world. As kids they come They are approachable and make us feel like we’re in good company when
across as ‘up for’ some harmless fun and are ready for action in the playfully we look at them. They are replenished with nourishing Tropicana optimism
challenging way that kids do. Adults look right and ready to go about their day. immediately after drinking.

115
 7
Moving images

signature shot
These shots encompass the essence of Tropicana’s know-how : that of The shots will always be composed in a concentric manner. Thanks to some
converting fruit into juice. The first shot shows the fruit whole and intact. camera effects, we’ll enter into the image all throughout the film.
The camera follows the pressing of the fruit right up to its transformation
into juice, through to a dynamic liquid spiral and ends up in a glass, ready for
consumption.
117
 7
Moving images

end frame
Le logo Tropicana est imprimé sur un verre verre vide.
Du jus est versé dans ce verre.
Le niveau monte rapidement et rempli le verre.
Une fois le verre plein, le jus disparait en cut laissant le logo seul
avec la base line.
119
8
LAYOUT

8
layout
Billboard
Press
Digital
Social media

121
8
LAYOUT

123 billboard
8
LAYOUT

press
125
8
LAYOUT

digital / Social medias

127
 9
Sound identity

9
sound
identity
Catch the vibes of optimism.
lorem
ipsum
dolor
sit amet

129
10
Appendix

10
appendix
There’s sweetness in the details.
lorem
ipsum
dolor
sit amet

131
10
Appendix

Your daily sunrise Supplying sunshine since 1952

Sunniness is an attitude Sunshine inside

133