A couple weeks back, we were chatting it up with the rest of the blabbering classes all about Pepsi’s re-branding, courtesy of the “geniuses” at Peter Arnell’s (left) eponymous group. It’s a fine design, but its creators were a touch grandiose. (“Emotive forces shape the gestalt of the brand identity.”) What’s more, Arnell came up with a rotten re-design for Tropicana that made every red-blooded American go apesh*t from one end of the internet to the next. But behold! The skies have opened and a corporate hand reached down to pluck the offending juice container from our grocery shelves, restoring the old design to its rightful place. Pepsi execs have rescinded the re-design; the conclusion reached by all and sundry is that re-branding is a load of horse-hockey. We would amend that to: Peter Arnell is a load of horse-hockey. He’s also rumored to be a terror of a boss…

Pepsi Pulls Tropicana Packaging [FC]