BOSTON, MA - Ocean Spray® Cranberries is taking a new approach to stand out among consumers, making waves—pun intended—with a refreshed brand identity. This exciting change marks the brand’s first major overhaul in over two decades.

"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. "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."

As a press release detailed, the new strategy was fueled by the vision of being "wildly uncommon,” an idea that guided the brand's new approach to culture, creativity, and connection with its consumers. Aiming to demonstrate the strength and tenacity of the brand while adding a modern spin, the new look features an updated logo, new illustrations, tone of voice, typography, and photography.

As part of the overhaul, the brand has significantly changed its approach to advertising, partnerships, licensing, and product innovation, the release explained.

Shoppers may already see the new look reflected in designs across the brand's portfolio of new products, and starting this month, Ocean Spray will roll out the refresh across most of its signature beverages and new Craisins® Dried Cranberries-centered products.

Read more about this creative brand strategy here.

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