Beverage company Ocean Spray Cranberries just unveiled its new brand identity, marking the first time it made a major brand overhaul in more than two decades.
The initiative, driven by the vision of being "wildly uncommon," reflects a bold departure from convention as Ocean Spray seeks to redefine its cultural impact, creativity and connection with consumers.
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Led by Ocean Spray's Head of Brand Elevation Eliza Sadler, the company reimagined its identity by drawing inspiration from the pioneering spirit of its co-op founders and the dedication of its nearly 700 family farmers.
"Taking on the task to redefine the brand identity of a nearly 95-year-old company is something we didn't take lightly," Sadler explained in a press release.
Collaborating closely with creative studio Stone Strategy & Design, Ocean Spray revamped its logo, visuals, tone and packaging, infusing each element with a sense of grit and authenticity.
The team's approach extended to the creation of a distinctive fruit-filled wave symbol, symbolizing the company's commitment to refreshing, flavor-fueled beverages.
Rather than relying on conventional imagery, Ocean Spray opted for a unique mechanism to capture the essence of its products, resulting in captivating visuals that celebrate the beauty of vibrant fruits on a wave of water.
This unconventional approach, coupled with the use of printer-press-inspired typography, pays homage to the brand's rich heritage as it showcases its readiness to embrace the future.
In addition to the visual overhaul of its logo and packaging design, Ocean Spray has implemented significant changes in its approach to advertising, partnerships, licensing and product innovation.
The company launched innovative products Chocolate Dipped Cranberry Bites and the highly sought-after Cran x Dragon Fruit blend, which sold out in less than 24 hours on Amazon.
Beyond the Juice
Beyond expanding its product portfolio, Ocean Spray is also exploring new avenues for consumer engagement.
This month, the company announced a collaboration with Absolut, introducing the Absolut Vodka and Ocean Spray® Vodka-Cranberry Range, further enhancing its presence in the market.
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Consumers can already witness the brand refresh across Ocean Spray's new products, with the rollout set to extend to its signature beverages and new Craisins Dried Cranberries-centered products in the coming months.
"I'm proud to say that we have achieved this – this reimagining is as bold as our fruit and unapologetically ambitious as our founders," Sadler shared.
"Through every touchpoint, we are focused on unleashing and fully leveraging the equity and strength of the Ocean Spray brand in a way that shepherds us into the next generation while remaining true to our legacy."
Editing by Katherine 'Makkie' Maclang