<story><title>Pepsi: Breathtaking Design Strategy (2008) [pdf]</title><url>https://jimedwardsnrx.files.wordpress.com/2009/02/pepsi_gravitational_field.pdf</url></story><parent_chain><item><author>ianseyer</author><text>Worth mentioning that this is the same design company that blew $35MM on a terrible redesign of Tropicana Orange Juice, which they reverted back within a couple days (but kept the mock orange cap)&lt;p&gt;&lt;a href=&quot;https:&amp;#x2F;&amp;#x2F;www.thebrandingjournal.com&amp;#x2F;2015&amp;#x2F;05&amp;#x2F;what-to-learn-from-tropicanas-packaging-redesign-failure&amp;#x2F;&quot; rel=&quot;nofollow&quot;&gt;https:&amp;#x2F;&amp;#x2F;www.thebrandingjournal.com&amp;#x2F;2015&amp;#x2F;05&amp;#x2F;what-to-learn-fro...&lt;/a&gt;</text></item></parent_chain><comment><author>hn_throwaway_99</author><text>Their new design was just yet another example of how the currently in vogue &amp;quot;minimalism everywhere&amp;quot; design aesthetic sucks. The Tropicana case study is such a great example because the effects were so drastic, but only really because there were easily substituted goods - consumers basically thought the carton was just &amp;quot;generic store brand OJ&amp;quot;.&lt;p&gt;My guess is that other recent brand redesigns to this boring, same, sans-serif minimalist aesthetic (recent HN article, &lt;a href=&quot;https:&amp;#x2F;&amp;#x2F;news.ycombinator.com&amp;#x2F;item?id=32040506&quot; rel=&quot;nofollow&quot;&gt;https:&amp;#x2F;&amp;#x2F;news.ycombinator.com&amp;#x2F;item?id=32040506&lt;/a&gt;) are just as bad, but with &amp;quot;stickier&amp;quot; products (people aren&amp;#x27;t likely to leave Google or Facebook just because the typography is shittier) the downside is less noticeable.</text></comment>
<story><title>Pepsi: Breathtaking Design Strategy (2008) [pdf]</title><url>https://jimedwardsnrx.files.wordpress.com/2009/02/pepsi_gravitational_field.pdf</url></story><parent_chain><item><author>ianseyer</author><text>Worth mentioning that this is the same design company that blew $35MM on a terrible redesign of Tropicana Orange Juice, which they reverted back within a couple days (but kept the mock orange cap)&lt;p&gt;&lt;a href=&quot;https:&amp;#x2F;&amp;#x2F;www.thebrandingjournal.com&amp;#x2F;2015&amp;#x2F;05&amp;#x2F;what-to-learn-from-tropicanas-packaging-redesign-failure&amp;#x2F;&quot; rel=&quot;nofollow&quot;&gt;https:&amp;#x2F;&amp;#x2F;www.thebrandingjournal.com&amp;#x2F;2015&amp;#x2F;05&amp;#x2F;what-to-learn-fro...&lt;/a&gt;</text></item></parent_chain><comment><author>dmix</author><text>The lid really is great. But yeah that&amp;#x27;s a drastic change (new logo, new typography, new slogan, new image, new lid). They always have to throw the baby with the bath water and be radically modern with every detail.&lt;p&gt;Reddit&amp;#x27;s new design went heavy on modern&amp;#x2F;JS styling and not the raw simple HN-style text-heavy interface. They should have focused on loading the links-&amp;gt;comments, pictures, video as quick as possible. They got the comments page to load async but video is broken and RES plugin does inline image&amp;#x2F;video loading way better. Everything else is a step back or sideways.</text></comment>