Ocean Spray has unveiled a new brand identity marking the first major overhaul in two decades. The strategy was fueled by the vision of being “wildly uncommon” – guiding the brand’s approach to culture, creativity, and connection with its consumers. With the help of Stone Strategy & Design, each brand touchpoint has been renewed to showcase the strength and tenacity of the brand while adding a modern spin. The team crafted an updated logo, new illustrations, tone of voice, photography and more confident typography to reflect the grit and maverick nature of the co-op founders as well as the nearly 700 family farmers who continue the legacy today.
The desire to be “wildly uncommon” even came through in the team’s approach to the fruit-filled wave – a visual reminder of the iconic logo and the refreshing beverages. Instead of relying on stock imagery, the team created a real-world wave machine to capture the energy. The brand’s roots were also imitated in the choice to use printer-press-inspired typography on its new label designs and more candid-style imagery of the grower-owners.
“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. “I’m proud to say that we have achieved this – this reimagining is as bold as our fruit and unapologetically ambitious as our founders. Through every touchpoint, we are focused on unleashing and fully leveraging the equity and strength of the Ocean Spray brand in a way that shepherds us into the next generation while remaining true to our legacy.”
