Over a decade ago, Tropicana, the leading producer of Florida orange juice, hired a legendary ad agency for a rebrand. It flopped, bigly. Within a month, the company had lost $20 million in sales, and the sleekly designed cartons were pulled from shelves. What went wrong? Everything, design writer Niklas Göke explains, but a cardinal sin was gutting the company’s signature, iconic image: the orange with a straw. “Customers literally couldn’t find the product they already wanted to buy on the shelves,” he writes in a retro piece on Medium. “Beautiful design is important, but if it’s not functional, it won’t matter.”