Global branding and design agency, Coley Porter Bell, has unveiled a new visual identity for Tropico, an iconic French fruit drink brand owned by The Coca-Cola Company. Already popular amongst millennials, the new visual identity aims to expand Tropico’s appeal to a Gen Z audience and is being launched in the run-up to the Paris Summer Olympics.
Client research showed that Tropico’s target audience look for a momentary escape from the daily grind over their lunch break. With this in mind, Coley Porter Bell’s creative strategy aimed to provide a moment of mental and physical refreshment, whilst still being recognisably Tropico.
At the heart of the updated brand identity is a vibrant suite of bespoke fruit illustrations that highlight Tropico’s refreshing taste. Messaging across brand touchpoints reinforces the idea of refreshment by showing that water and fruit are the key heroes of the product, alongside its lighthearted ‘Keep Life Juicy’ slogan.
Tropico’s mascot, Coco the Parrot, has been simplified and modernised with a new illustration. He is now seen in joyful, free flight above the Tropico brand name, which has had subtle movement added to the original wordmark to create dynamism for the brand.
The new brand assets and principles including guidance on photography style and motion behaviours will be implemented across Tropico’s packaging and a number of additional touchpoints, including key visuals across OOH, POS and social media.
CREDIT
- Agency/Creative: Coley Porter Bell
- Article Title: Tropico Unveils New Visual Identity and Packaging for Gen Z Audience
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Identity, Brand Redesign, Illustration, Packaging Design
- Industry: Food/Beverage
- Keywords: Tropico, Gen Z, Coca-Cola Company, Paris Summer Olympics, Mascot,
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Credits:
Senior Account Director, Coley Porter Bell: Harriet Sharpe
Executive Creative Director, Coley Porter Bell: James Ramsden
Associate Creative Director, Coley Porter Bell: Matt Goodchild
Strategy Partner, Coley Porter Bell: Michela Graci
Designer, Coley Porter Bell: Briony Stokes
Designer, Coley Porter Bell: Dan Murphy
Designer, Coley Porter Bell: Patrick Lawlor
Head of Production, Coley Porter Bell: Peter Cottington
Senior Artworker, Coley Porter Bell: Andy Donald
Production Artist, Coley Porter Bell: Joel Pearce
Designer, Coley Porter Bell: Dan French
Illustrator, Coley Porter Bell: Tony Wilson
Head of Client Services, Coley Porter Bell: Julie Petard
Senior Brand Manager, Nutrition, Tropico: Maria Kleiman
Senior Brand Manager, Europe Juices, Tropico: Elodie Gato
Europe Marketing Director, Juices, Tropico: Anca Nastase-Marinica
Creative Strategy Director, Europe, Tropico: Gabby Abrahams
Design Director, Tropico: Rebecca McCowan
