Little Tree Car-Freshner has been around since 1952 and is the original Little Tree. This image is in fact their logo, I know what your thinking, but with the right colors and typography, improvements can easily be made. Their current image is not very prominent and I feel they rest on the past for awareness, so if they re-worked their image into something more trendy and current, awareness would be on the rise. They definitely would need to keep their iconic tree image, because that is the only way they are recognized. Little Tree is a very strong brand and has loyal customers, an updated brand image is definitely needed.