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New Logo and Packaging for Snapple by CBX



Noted Mar. 27, 2015 by Armin

Industry / Consumer products Tags /


(Est. 1980) Snapple is a brand of tea and juice drinks which is owned by Dr Pepper Snapple Group and based in Plano, Texas. The company (and brand), which was originally known as Unadulterated Food Products, was founded in 1972. The Quaker Oats Company bought Snapple for $1.7 billion in 1994.[7] The company ran into problems and sold it to Triarc in 1997 for $300 million. Triarc sold it to Cadbury Schweppes for $1.45 billion in September 2000. It was spun off in May 2008 to its current owners. Today, Snapple produces more than 50 varieties of teas, juice drinks and flavored waters.

Design by

CBX (New York, NY)

Related links

2007 Brand New Review

Images (opinion after)
New Logo and Packaging for Snapple by CBX
Old-old packaging. Still the better version.
New Logo and Packaging for Snapple by CBX
Packaging, before and after.
New Logo and Packaging for Snapple by CBX
New packaging.

When kiwi met strawberry.

A video posted by Snapple (@snapple) on


When Snapple changed its logo a mind-boggling nine years ago I expressed my condolences for the loss of the logo at an angle and the kind of naive aesthetics of the packaging. The straightened logo was okay, I guess, but now it's been updated in the weirdest of ways: The "a" and "e" are now open, the serifs are now flared on the bottom and squared off on the top, and, most abhorrently, the logo has simply been rotated to match the original logo. Newsflash Snapple: what made the original logo work was that it was designed to sit at an angle while still maintaining fully vertical stems. A sun has been added to the logo (which was also seen in the original packaging) and for some reason it's drawn in as if a kid had done it. The packaging is now as generic as it gets and lost some of the relative sophistication the previous version had gained. A real step backwards.

Thanks to Eric Saber for the tip.

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