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.
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