{ LAYER 01_OBJECTIVE }

Redesign Ocean Spray’s brand identity in a way that honored its
farmer-owned heritage while modernizing its visual system
for today’s market. I wanted to create a look that felt authentic and
fresh, appealing to younger audiences while retaining the trust
of long-time consumers.

{ LAYER 02_PREMISE }

Legacy brands must evolve to stay competitive. By creating
a modern, vibrant identity that still reflects Ocean Spray’s
cooperative roots, I aimed to show how thoughtful
design can bridge heritage with the expectations of a new
generation of consumers.

{ LAYER 03_DESIGN APPROACH }

My approach focused on balancing tradition with innovation. I
began by studying Ocean Spray’s history and competitors
to understand both its strengths and its challenges in a crowded
wellness space. From there, I developed a concept rooted
in authenticity—celebrating real fruit, real farmers, and real
moments. I explored logo iterations that simplified the form while
giving the cranberry new energy, paired with typography
and colors that felt bold and modern.

Packaging concepts emphasized clean layouts, health-forward
messaging, and sustainable cues to resonate with today’s consumers.
Every element was designed to unify the brand’s story of
quality and farmer-ownership with a contemporary visual voice.