Why your Ocean Spray cranberry juice is going to look wildly different

Cranberry drink brand Ocean Spray has unveiled a new brand identity, its first major brand overhaul in over two decades. 

During this process, the strategy was fueled by the vision of being "wildly uncommon". This guided the brand's new approach to culture, creativity, and connection with its consumers, it said in a statement. 

Don't miss: These are the biggest rebrands we have seen in 2023

Throughout the undertaking, each brand touchpoint – from creative strategy, partnerships, innovation, and packaging – was renewed to showcase the strength and tenacity of the brand while adding a modern spin.

As part of this evolution, the brand updated its system of designs and visuals together with Stone Strategy & Design. The teams crafted an updated logo, new illustrations, tone of voice, typography, and photography to reflect the grit and maverick nature of the co-op founders and the nearly 700 family farmers who continue their legacy today.

The desire to be wildly uncommon even came through in the team's approach to the fruit-filled wave – a visual reminder of the iconic logo and the refreshing, flavor-fueled beverages, it said. 

Instead of relying on stock imagery, the team created a one-of-a-kind mechanism to manipulate water and fruit into a wave. The result was imperfect splashes of the liquid, reflecting the refreshing nature of the juices. The brand's ambitious roots were also imitated in the choice to use printer-press-inspired typography on its new label designs and more candid-style imagery of the grower-owners.

"Taking on the task to redefine the brand identity of a nearly 95-year-old company is something we didn't take lightly. Guided by the desire to show up in wildly uncommon ways and be unapologetically offbeat allowed us to lean into what makes the co-op so unique," said Eliza Sadler, head of brand elevation at Ocean Spray.

"I'm proud to say that we have achieved this – this reimagining is as bold as our fruit and unapologetically ambitious as our founders. 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," she added. 

Consumers will be able to see the refresh reflected in designs across the brand's portfolio of new products. Starting this month, Ocean Spray will also roll out the refresh across most of its signature beverages and new Craisins Dried Cranberries-centered products.

Ocean Spray joins a multitude of brands who have refreshed their looks in the last few months. Last year, the Coca-Cola company unveiled a new global brand identity for its soft drink brand, Fanta, according to media reports.

The refreshed look features brighter, more colourful and more vibrant colours as well as an updated and more simplified wordmark with the removal of the classic orange circle and green leaf.

Related articles:
SUSS adds a pop of colour to its school in vibrant rebranding
LPS unveils new brand identity to embrace 'AI for all' in APAC 
Alipay refreshes brand identity with new logo