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.

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

Role: Copywriter, Content Strategist

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.