Ocean Spray was started by three farmers who had a love for cranberries,
and is now a farmer-owned cooperative with over 700 farmers and families.
Whilst well known in the U.K. Europe and the U.S, the brands unique story
had become diluted, and consumers were turning to other brands that were
delivering a more emotive brand positioning.
We explored ways of evolving the logo that reduced the mass produced,
artificial cues - adding texture to create a stamp inspired by the crates
the cranberries were packed in at the farm.
As part of a pitch process we looked to create visual language that told the
brand story and also talked about that product in an emotive and engaging way.
