Craisins

Snacking has moved well beyond the space between meals. Today, it's a world of flavour, discovery and everyday enjoyment, where consumers are looking for more from every bite. More taste, more variety, more reasons to reach for something different.

For Ocean Spray, this shift presented an opportunity to take an established favourite into new territory, transforming the familiar Craisins proposition into a more expressive, flavour-led snacking experience.

With a heritage built on the bold, distinctive character of the cranberry, Ocean Spray already had the credentials to play. The challenge was to bring that same boldness to life on pack, creating a range that could compete for attention in an increasingly dynamic snacking landscape.

This wasn't simply about introducing new flavours. It was about giving people a new reason to choose Craisins, bringing a little more personality, playfulness and possibility to the everyday snack.

Project Scope

Insights
Category & Consumer Insights, Cultural Trend Analysis, Youth Behaviour Mapping

Strategy
Collaboration Strategy, Innovation Territory Development, Flavour Concept Direction

Design
Packaging Design, Visual Identity Development, Gift Format Design

Assets
Typography, Illustration & Graphic System, 3D Visualisation

Production
Artwork Development, Technical Packaging Delivery, Partner Coordination

The Opportunity

To take Craisins beyond the conventions of dried fruit, creating a more exciting, flavour-forward proposition that brings Ocean Spray's bold personality into the modern snacking occasion.

As the boundaries between traditional snack categories continue to blur, consumers are increasingly choosing snacks for the experiences they deliver, not simply the ingredients they contain.

For Ocean Spray, the opportunity was to bridge the worlds of fruit and flavour, combining the familiarity and reassurance of a trusted brand with the excitement and appetite appeal of contemporary snacking.

Rather than adopting the familiar restraint of better-for-you packaging, the ambition was to create something more distinctive. A range that celebrated fruit without being defined by traditional fruit-snack conventions, and that could stand confidently alongside the boldest players in the snack aisle.

Our Approach

We started with a simple belief: a snack with this much personality deserves packaging to match. Drawing on Ocean Spray's maverick spirit, we set out to create a visual expression that felt unapologetically bold, playful and full of flavour, while remaining unmistakably Ocean Spray.

Flavour became the driving force of the design. Vibrant colour, expressive fruit imagery and confident graphic cues work together to build appetite appeal, communicate variety and give each flavour its own distinctive identity.

At the same time, we maintained a clear connection to the Craisins masterbrand, balancing the familiarity of a trusted product with the energy and excitement of something new. The system was designed to celebrate individual flavours while creating a cohesive, recognisable family at shelf.

Importantly, we resisted the temptation to lean too heavily into conventional health cues. Instead, the design lets the product's fruit credentials provide reassurance, while flavour, enjoyment and personality lead the conversation.

The result is a visual system that feels fresh, confident and a little unexpected. Just as a brand with Ocean Spray's pioneering spirit should.

/ The Results

The new flavoured Craisins range brings a fresh sense of energy and excitement to an established favourite, positioning Ocean Spray to participate in a broader, more flavour-driven snacking landscape.

By combining the credibility of real fruit with the expressive codes of contemporary snacks, the packaging creates a proposition that feels both familiar and new. One that celebrates taste and discovery without losing sight of the brand's roots.

More than a range extension, the work demonstrates how an established brand can find new relevance by embracing changing consumer behaviours while staying true to its distinctive character.

For Ocean Spray, that means showing up with the confidence, individuality and boldness that have always made the brand different.

A little fruit. A whole lot of attitude.