Ocean Spray® Wildly Uncommon Brand Redesign

The decision to redesign a brand and create a new visual identity system is never easy – it’s even more daunting when your brand is a category leader and has been around for nearly 95 years. Ocean Spray®, the iconic co-op known for its cranberry-forward portfolio, took on the challenge.

As an organization whose mission is to create multi-generational profit for its 700+ family farmers, Ocean Spray® knew it needed to pave the way and reimagine the next wave for the iconic brand. During this process, the team aligned to the vision of being “wildly uncommon” – a phrase inspired by the one-of-kind, tart-forward properties of the cranberry and the people who grow it. This north star ignited a new approach to culture, creativity, and consumer connection.

Throughout the undertaking, each brand touchpoint – from creative strategy, partnerships, innovation, and packaging – was thoughtfully 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. 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 perfectly 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.