Ocean Spray Announces a Brand Overhaul with Modern Influences
Kanesa David — January 30, 2024 — Marketing
References: allthatpower.oceanspray & foodmanufacturing
Ocean Spray Cranberries Inc. unveils a transformative brand identity, marking its most significant overhaul in over two decades. Guided by the vision of being "wildly uncommon," the brand is going through a graphic overhaul to reflect the content and quality of its offerings.
The brand pays homage to its longstanding roots through printer-press-inspired typography and candid-style imagery of grower-owners on new labels. This comprehensive evolution extends across creative strategy, partnerships, innovation, and packaging, demonstrating the brand's strength with a modern twist.
"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 at Ocean Spray.
Image Credit: Ocean Spray
The brand pays homage to its longstanding roots through printer-press-inspired typography and candid-style imagery of grower-owners on new labels. This comprehensive evolution extends across creative strategy, partnerships, innovation, and packaging, demonstrating the brand's strength with a modern twist.
"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 at Ocean Spray.
Image Credit: Ocean Spray
Trend Themes
1. Transformative Brand Identity - Ocean Spray unveils a comprehensive evolution of its brand identity, reflecting its content and quality with a modern twist.
2. Graphic Overhaul - Ocean Spray undergoes a graphic overhaul to update its labels with printer-press-inspired typography and candid-style imagery of grower-owners.
3. Unapologetically Offbeat - Ocean Spray embraces its uniqueness and aims to show up in wildly uncommon ways with a brand identity that reflects a modern twist.
Industry Implications
1. Food and Beverage - Ocean Spray's brand overhaul presents opportunities for innovative packaging and creative partnerships within the food and beverage industry.
2. Design and Advertising - Ocean Spray's graphic overhaul creates opportunities for designers and advertisers to leverage printer-press-inspired typography and candid-style imagery in their work.
3. Branding and Marketing - Ocean Spray's transformative brand identity provides opportunities for brand strategists and marketers to explore unconventional and offbeat approaches.
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