Ocean Spray
Branding/Logo, Packaging
BRIEF: Ocean Spray was preparing to launch Pact Fizzy, a flavored, carbonated water with cranberry extract positioned as a “better-for-you” option in the sparkling water aisle. The cans needed to clearly communicate carbonation, flavor, ingredients, low calories, and the new Pact Fizzy brand at a glance for grocery shoppers.
CHALLENGE: The client had already locked in the name, but the product still needed a visual story: sparkling water, cranberry-based wellness, approachable flavor cues and logo treatments. All these had to live comfortably on a small canvas in a competitive store aisle. The task was to create packaging options that could stand out against established carbonated, fruit-based drinks while retaining the Ocean Spray branding.
RESEARCH: Research focused on competitive sparkling and fruit-based beverages at grocery: how they signal carbonation, health, and flavor, and what visual codes dominate the shelf. This scan helped identify opportunities for Pact Fizzy to lean into cranberry-driven health cues while still reading as a modern, fizzy water with the benefits of Ocean Spray’s traditional juice.
APPROACH: I designed six concepts, each exploring the hierarchy of carbonation, flavor, and functional ingredients. Across the set, each design balanced the health messaging with the fun of carbonation.
SOLUTION: Each iteration introduced Pact Fizzy as a new brand while keeping Ocean Spray’s cranberry story close to the core message. I built systems that could flex across flavors and future extensions, ensuring that carbonation and health cues remained consistent even as the lineup grew.
RESULTS & IMPACT: The concepts gave Ocean Spray a range of viable packaging directions that clearly differentiated Pact Fizzy within the sparkling water landscape. The work demonstrated how brand introduction, category codes, and health positioning can be orchestrated on-pack to make a new-to-market beverage feel both fresh and credible.
Every iteration was designed in the dieline to increase speed to production once we received approval from the client.