Ounce by Ocean Spray
Product and Packaging Design for Brand Reinvention.
Branding
Product Experience
Wellness
Packaging
Prototyping
ABOUT THE PROJECT
Ounce is a reimagined brand experience for Ocean Spray, built around wellness, clarity, and modern lifestyle needs. It blends bold visual identity, smart packaging design, and immersive visuals to transform cranberry into a focused, dose-based supplement designed for today’s health-conscious consumer.
ROLE
Branding, Visual, and Packaging Design
TEAM
8 Designers
Roles across product prototyping, UX, 3D modeling, brand strategy, visual and packaging design, and research
TOOL
YEAR
Sep 2024 – Jan 2025
COURSE
Harvard GSD VIS 2415:
Paper or Plastic: Reinventing Shelf Life in the Supermarket Landscape
TOOL
Wellness That Works as Hard as You Do
OUNCE by Ocean Spray
“For every woman who’s ever been told to slow down, for every achiever who refuses to compromise
—this is your moment.”
From shelf leader to shelf fatigue.
01. The Opportunity.
Ocean Spray has dominated the cranberry category for decades, owning 60% of the market with bold flavors and relentless innovation, from cranberry sauce in the 1930s to Craisins in the 1980s. But in recent years, growth plateaued. Consumers no longer want “another juice.” They want experiences. They want purpose.
02. A Legacy of Boldness
Today, we channel that same pioneering spirit to ask:
What’s next for the cranberry?
Our answer: Ounce.
A reimagined brand experience that turns bold flavor into daily power.
Not a juice. Not a pill. Not a fad.
03. Our Answer to the Plateau
Ounce is a bold reimagination of the Ocean Spray legacy that transforms cranberry into a modern wellness experience. This clean and compact pod pairs nutrient-enhanced cranberry juice with an edible, biodegradable membrane developed by NotPLA. It introduces a new format that combines health, sustainability, and lifestyle in one effortless dose.
04. From Concept to Capsule
Before we arrived at the final design, Ounce went through multiple explorations, across naming, packaging form, dispensing mechanism, and visual identity. Here are a few early-stage sketches and iterations that helped shape the final product:
Two moments. One vision.
05. Introducing Ounce
Infused with nutrient-rich cranberry juice. Wrapped in a sustainable, edible membrane powered by NotPLA.
This is not just a product.
It’s the new format of wellness.
Made to match your rhythm.
Made for the modern bold.
This is Ounce by Ocean Spray.
Form meets function.
06. Product & Package Design
Ounce comes in a sleek, refillable metallic tube just 15 centimeters tall, designed for desks, bags, and beauty counters. Each unit includes a five-pod refill system with clear ingredient icons printed on the pack for full transparency. We took Ocean Spray from 64-ounce bottles to five-ounce capsules of clarity.
Wellness starts with one click.
07. Digital Touchpoints
The homepage features Work and Rest pods, an interactive quiz for personalized picks, flexible subscriptions, and clear ingredient and sustainability info. The Ounce Community brings like-minded women together around modern wellness.
Premium first. Scale later.
08. Launch Strategy
Phase 1: SoulCycle & boutique wellness studio partnerships
Phase 2: Digital-first campaign with influencers and personalized stories
Phase 3: Retail rollout via Whole Foods & premium grocery chains
Minimal. Beautiful. Sustainable.
09. The Ounce Experience
A Future Designed to Fit Her.
10. A Statement in Every Drop
When Elizabeth Lee co-founded Ocean Spray, she created a category.
With Ounce, we create a future.
One where ambition is not the enemy of wellness.
One where health is not hidden behind labels or plastic.
One where women like Bonnie are seen, heard, and empowered.
This is Ounce. Boldly crafted. Beautifully lived.
