The cap is a pretty cool detail once you see it up-close.
They’ve got the brand name at the top fold, so it stands out if it’s behind other cartons in your fridge (or if it’s misstocked at the store). A quick survey of my current fridge (no OJs, though) shows nothing but plain top folds.
The glass wrapping around the side looks pretty cool, I guess, and the carton is recognizable whether you’re seeing it from the front or the side.
The most prominent thing on the front is the 100% naturalness or whatever, which was probably in response to consumer research.
When did “Simply Orange” brand become a thing? Maybe they were trying to out-simple Simple brand.
Maybe the sideways brand name was so you see it when you pour? I don’t know, I’m making all this stuff up.
Clearly they were some problems, real or imagined, with the previous design they were trying to address here. And it seems like at time same time, someone made a bet that clean, understated design might help it stand out against the rest of the clutter.* And clearly it didn’t, but that doesn’t necessarily make the exercise wrongheaded.
