Tropicana also narrowed the label to fit the more compact bottle. ... an orange with a straw poking out, with a minimalist design featuring a glass of orange juice.

The packaging sent visual cues of breakfast and fresh orange juice, said Peter Clarke, the founder of Product Ventures, a packaging design firm. The new one misses that.

The packaging sent visual cues of breakfast and fresh orange juice, said Peter Clarke, the founder of Product Ventures, a packaging design firm. The new one misses that.