Ocean Spray

Background: Ocean Spray's new brand identity was way bolder (and weirder) than their website. Most visitors were ending up there by accident, after searching for Ocean Spray products and recipes.

Approach: Give site visitors a taste of the new brand, and an experience they'll actually want to explore.

Role: Writer, Content Strategist
Work: eCommerce, Content Strategy, Experience Design

We reimagined the site navigation to make it more friendly and accurate to the product lineup on the site. We also future-proofed the navigation menu to consider products that hadn’t yet launched.

I crossed “Cranberry Manifesto” off a bingo card I didn’t know existed.

Composed a consistent language system for everything from CTAs to micro copy.

Made it fun to discover recipes, and celebrate an un-heard of obsession with this little berry.

Lost the debate with legal about why “Family Farmers” sounds like… you get it. They didn’t.