Tropical Smoothie Cafe’s JKR-Powered Rebrand Turns Palm Trees Into a Packaging Paradise

Chunky lettering that feels very relaxed is taking over fast-casual packaging. Tropical Smoothie Cafe turns the movement into something wonderfully sunny. The new Palm T transforms a palm canopy and the letter T into one chunky symbol that can stretch across cups, shrink onto wrappers, or stand alone on bags.

Created with JKR, the system makes Tropical Smoothie Cafe look less like a conventional smoothie chain and more like a modern lifestyle brand, with packaging that carries its tropical state of mind wherever lunch happens. Previously, the brand’s logo felt dated and looked like a word cloud, so I’m glad to see the brand evolving forward. 

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