Ocean Spray has undergone a first major brand overhaul in over two decades, unveiling a new brand identity. It highlighted creative strategy, partnerships, innovation, and packaging in the strength and tenacity of the brand, with a modern spin.
Ocean Spray updated its system of designs and visuals with Stone Strategy & Design – crafted an updated logo, new illustrations, tone of voice, typography, and photography to reflect the grit and maverick nature of the co-op founders. The team created a one-of-a-kind mechanism to manipulate water and fruit into a wave. This resulted in a perfectly imperfect splash 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.
Eliza Sadler, Head of Brand Elevation at Ocean Spray, said taking on the task of redefining the brand identity of a nearly 95-year-old company is something they 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. “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.”
It should be noted that the brand has significantly changed its approach to advertising, partnerships, licensing, and product innovation. These efforts have proven successful with award-winning ad spots, the launch of new products like Chocolate Dipped Cranberry Bites, the brand’s first Zero Sugar beverage, and the rollout of the limited-edition Cran x Dragon Fruit blend, which sold out in less than 24 hours on Amazon.
Beyond its portfolio, this month, Ocean Spray is showing up in new places and spaces for consumers as Absolut introduced the Absolut Vodka and Ocean Spray Vodka-Cranberry Range.