Is there something different about you, Ocean Spray? Their packaging has looked the same for a long, long time, but as the
name to beat for cranberry juice, it’s made sense—why fix what works? Of course, this is exactly the kind of place where a refresh comes in handy—something to spiff up a beloved brand just a little, but not throw the baby out with the bathwater. The new look from Stone Strategy & Design ditches old-fashioned serif labelling and stock imagery for something just a little grittier. The studio treaded lightly enough to keep the brand’s classic, instantly recognizable look while giving them just the zhuzh they needed to place themselves firmly in the 21st century.

BOSTON, Jan. 29, 2024 /PRNewswire/ — Today, Ocean Spray Cranberries, Inc., unveils a new brand identity sure to make waves. The refreshed approach marks the 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.