The designer whose Tropicana rebrand crashed sales 20 per cent is now branding the US government. He has two months.

The United States government now has a chief brand architect. Peter Arnell, the designer whose four-decade career includes creating the DKNY brand identity, redesigning the Pepsi logo in a project accompanied by a 27-page strategy document that referenced the Mona Lisa and the Parthenon, and overseeing the Tropicana packaging redesign that caused a 20 per […]

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The designer whose Tropicana rebrand crashed sales 20 per cent is now branding the US government. He has two months.

The designer whose Tropicana rebrand crashed sales 20 per cent is now branding the US government. He has two months.

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The designer whose Tropicana rebrand crashed sales 20 per cent is now branding the US government. He has two months.

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