Brand Act Brand Logo
PULP PRENUP
Client: Tropicana, 2024
Role: Designer
Since the invention of orange juice, the pulp versus no pulp debate has plagued our society.
It’s been the feature of offhanded comments in the refrigerator aisle and the ammunition used in a “I’m never speaking to you again” argument. Our Pulp Prenup encourages wary partners to put aside their differences and come to a pulp agreement, signing to their newly-established common ground. We launched Pulp Prenup at the beginning of the summer wedding season, offering pulp-committed couples a check to cover honeymoon expenses plus a lifetime supply of orange juice.
Design Challenge
Create a brand act logo that represents the playful and lighthearted spirit behind Pulp Prenup, subtly referencing the iconography used in the field of law.
The Solution
Two interlocking rings represent the successor to prenups, matrimony. Gold and circular, the rings simultaneously take on the identity of two oranges, further emphasized by their leaves and Tropicana’s iconic red-and-white striped straw. The two elements are ultimately linked together via Tropicana’s love.
WEBSITE
Bill Dow Group Creative Director
Jeremy Adams Associate Creative Director
Marissa Stewart Senior Art Director
Erin Knott Senior Designer
Tyllie Barbosa Productions Photography
Credits