Not all of Peter Arnell's designs are bad. The ad-agency head took some serious heat earlier this year for creating the new, and subsequently killed, Tropicana packaging. At the time of its launch, PepsiCo North America president Massimo d'Amore joked, at a Tropicana press conference, "Peter thinks he is Michelangelo." Yes, Michelangelo if he had plummeted from the ceiling of the Sistine Chapel while painting his masterpiece. Still, Arnell's SoBe Lifewater packaging is pretty inspired. It features the brand mascot Lee the Lizard. His tail wraps around the bottle, squeezing it. Wherever his tail lies, there are grooves that allow the bottle to fit snuggly in your hand. The new look is original, which was important for this growing enhanced-water brand. Prior to the repackaging, virtually every player used a knockoff of the Vitaminwater bottle. So much so that the Coca-Cola-owned brand sued a number of competitors and won. SoBe's bottle aims to look the least like Vitaminwater as possible as it works to forge its own identity. If Tropicana proved anything, it's that repackaging efforts can have a powerful effect—for good or bad.
—Posted by Kenneth Hein