The Brief

From treatment to everyday refreshment

Previously seen as a drink for an older generation, offering known health benefits, Ocean Spray’s stale and clinical image failed to capture the natural and refreshing virtues of cranberry juice. We were briefed to transform the brand image and reposition Ocean Spray as an everyday drink with refreshing cues.

The Solution

Leave behind Ocean Spray’s therapeutic heritage, embrace its provenance.

The Results

The new identity brings together the refreshment of cranberries with their original growing place, the shores of New England. We moved the brand away from its therapeutic heritage, giving it a more positive and mainstream image, still rooted in its origins.
An evocative identity for an aptly named classic.

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