Ocean Spray's Bold Evolution: A Refreshed Brand for a New Era

In a landmark move, Ocean Spray Cranberries Inc. unveils its first major brand overhaul in over two decades, signaling a transformative shift towards a "wildly uncommon" approach to culture and creativity. Collaborating with Stone Strategy & Design, the 95-year-old cranberry co-op has reimagined its visual identity, encompassing logo, illustrations, tone of voice, typography, and photography, all while staying true to its legacy and brand equity.

Embracing authenticity and innovation, Ocean Spray's refreshed brand identity reflects a modern spin on tradition, capturing the grit and maverick nature of the co-op while engaging with a new generation of consumers. From printer-press-inspired typography to candid-style imagery of farmers, every touchpoint embodies the essence of "wildly uncommon," infusing each interaction with a sense of authenticity and vitality.

Beyond aesthetics, Ocean Spray's brand refresh heralds a new era of marketing, marked by daring creativity and strategic partnerships. With recent successes like the launch of Chocolate Dipped Cranberry Bites and a limited-edition Cran x Dragon Fruit blend, Ocean Spray continues to push boundaries and captivate audiences with innovative products and campaigns. Notably, the co-op's collaboration with Absolut on canned vodka-cranberry cocktails demonstrates its agility in tapping into emerging trends and consumer preferences.

As Ocean Spray embarks on this journey of reinvention, it builds upon a legacy of resilience and adaptability, exemplified by iconic moments such as the viral TikTok video featuring Nathan Apodaca and the brand's first national campaign targeting Hispanic consumers. With a refreshed brand identity and a commitment to staying "wildly uncommon," Ocean Spray charts a course towards continued growth, innovation, and connection in an ever-evolving marketplace.