Snapple Turns Its Back on Quirky & Embraces Classy

Snapple is introducing a new logo and package design.  The whimsical brand that held a special place in consumers’ hearts is being refurbished, and a new high-class logo and package design provide the first tangible evidence of this branding about-face.

I have to agree with Armin from the Brand New blog in that the new logo and design are modern and clean.  Had they launched for a brand other than Snapple, I may not have a problem with them, but the new look just doesn’t seem to fit the Snapple brand image.

For me, the Snapple brand has always seemed to represent the anti-corporate drink for people who were “too cool to drink some other brand.”  In fact, over the years, Snapple became a cult brand with a strong and loyal following.  Introducing a new logo and package design that screams upper-crust as opposed to against-the-grain doesn’t seem to be an appropriate fit.

I can’t image the new logo and package design will hurt Snapple sales significantly, but I do think it will confuse loyal customers in terms of their established expectations for the brand.

What do you think of the new Snapple logo and package design?  Do they seem like an effective representation of the brand’s existing image or do feel a disconnect?