Ocean Spray's New Brand Identity: A Refreshing Approach to Culture and Creativity
Ocean Spray Cranberries Inc. has recently unveiled a new brand identity, marking the first major update in over two decades. The refresh, in collaboration with creative studio Stone Strategy & Design, emphasizes a 'wildly uncommon' approach to culture and creativity, reflecting the co-op's 95-year legacy.
The Evolution of Ocean Spray's Brand Identity
Ocean Spray Cranberries Inc. has embarked on a transformative journey, unveiling a new brand identity that marks a significant milestone in its 95-year legacy. This refresh, in partnership with creative studio Stone Strategy & Design, is a bold step towards highlighting a 'wildly uncommon' approach to culture and creativity, setting Ocean Spray apart in the consumer landscape.
A mock-up of Ocean Spray's brand refresh in an OOH environment
The brand's updated system of designs and visuals, including the logo, illustrations, tone of voice, typography, and photography, reflects the grit and maverick nature of the co-op. This refreshing approach extends beyond aesthetics, encompassing advertising, partnerships, licensing, and product innovation, signaling a new chapter for Ocean Spray.
Embracing change, Ocean Spray has collaborated with Absolut to introduce a ready-to-drink cocktail, showcasing a commitment to innovation and consumer engagement. The brand's strategic shift is a response to the evolving market dynamics and a desire to resonate with a new generation of consumers seeking authenticity and creativity.
Unveiling a 'Wildly Uncommon' Vision
Ocean Spray's brand update reflects a broader trend in the consumer packaged goods (CPG) industry, as legacy brands seek to reconnect with comfort-seeking consumers. This strategic move aims to maintain brand equity while engaging with a new generation, as highlighted by Eliza Sadler, head of brand elevation at Ocean Spray.
The approach to redefine the brand identity was guided by a commitment to showcase the co-op's unique character in a 'wildly uncommon' manner. The brand's collaboration with Stone Strategy & Design resulted in a modern interpretation of the brand touchpoints, emphasizing authenticity and unconventional creativity.
In a departure from traditional imagery, Ocean Spray opted for candid-style visuals of farmers and printer-press-inspired typography, reinforcing the brand's commitment to authenticity and storytelling. The co-op's vision of being 'wildly uncommon' has culminated in a refreshing brand identity that resonates with the evolving consumer landscape.
Innovative Marketing and Product Expansion
Ocean Spray's brand refresh extends to its signature products, with the updated visual identity set to roll out across the product portfolio. The brand's innovative marketing approach has already yielded successes, including the launch of Chocolate Dipped Cranberry Bites, a zero-sugar beverage, and a limited-edition Cran x Dragon Fruit blend.
The co-op's foray into marketing innovation has been recognized with accolades, such as the Cannes award for its 'Power Your Holidays' ad. Furthermore, Ocean Spray's collaboration with Pernod Ricard vodka brand Absolut has led to the introduction of canned vodka-cranberry cocktails, tapping into the burgeoning ready-to-drink cocktail trend.
While this marks Ocean Spray's first major visual identity update in over two decades, the brand has demonstrated agility in adapting to the changing marketing landscape. From leveraging viral moments to targeting specific consumer segments, Ocean Spray remains at the forefront of innovation and creativity, setting the stage for continued brand evolution.
