Pulp Prenup
Tropicana, 2024

Group Creative Director
Bill Dow

Associate Creative Director
Jeremy Adams

Senior Art Director
Marissa Stewart

Senior Designer
Erin Knott

Designer
Liz Mathews

Photography
Tyllie Barbosa Productions

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.

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