As the rebrand was outsourced (like most rebrands) the "why" is absolutely not so designers can justify their salaries.
Design as a department is very often under resourced and I'd take a strong wager that the designers who actually work for Tropicana were dreading all the unnecessary work this rebrand was surely going to generate for them.
Design as a department is very often under resourced and I'd take a strong wager that the designers who actually work for Tropicana were dreading all the unnecessary work this rebrand was surely going to generate for them.