Cranberry 1.0
- (Client) Cranberry
- (Year) 2016
about the project
From 2016 to 2024, I led the visual evolution of Cranberry, a global leader in infection control products since 1988. As the in-house brand designer, I oversaw the creative direction and visual identity that defined how the brand appeared across packaging, marketing, and digital platforms.
At that time, Cranberry sought to elevate its premium appeal with a refreshed identity that expressed both comfort and strength while maintaining its reputation for clinical excellence and trust.
At that time, Cranberry sought to elevate its premium appeal with a refreshed identity that expressed both comfort and strength while maintaining its reputation for clinical excellence and trust.
The Challenge
Cranberry wanted to redefine its market position as a premium and modern infection control brand. The new identity needed to feel sophisticated, minimal, and instantly recognizable while balancing softness with resilience.
The Process
I led the rebrand from concept to execution, developing a visual language rooted in elegance, clarity, and precision. I worked closely with leadership and marketing teams to ensure that every design decision aligned with Cranberry’s heritage and long-term goals.
The focus was on unifying the visual experience across packaging, marketing, web, and events. Each creative asset was designed for clarity, visual harmony, and accessibility.
The focus was on unifying the visual experience across packaging, marketing, web, and events. Each creative asset was designed for clarity, visual harmony, and accessibility.
The Solution
We created a complete brand transformation that established Cranberry’s modern legacy:
- Introduced a refined brand identity with a sleek, minimalist aesthetic.
- Redesigned packaging to express premium quality and clarity.
- Revamped marketing materials to highlight product benefits through clean visual storytelling.
- Ensured consistency across all print, digital, and physical touchpoints.
Services Provided
- Brand Development
- Creative Direction
- Packaging Design
- Publication Design
- Marketing Collateral
Results
The rebrand elevated Cranberry’s image across the global market, positioning it as a premium, design-driven leader in medical PPE. The new system strengthened consistency, improved brand recognition, and laid the foundation for Cranberry 2.0 and future product innovations.
Reflection
Cranberry 1.0 marked the beginning of my journey leading large-scale brand transformations. It taught me the importance of balancing heritage and innovation to build timeless design systems. This experience shaped how I approach rebrands today, reminding me that enduring identities come from understanding both a brand’s past and its vision for the future.
This rebrand gave Cranberry a silk-like identity that blends comfort and strength.
BRAND IDENTITY
Like Silk, Strong. Soft.
Cranberry’s identity reflects its tagline through a balance of strength and comfort. The rebrand introduced a visual system that communicates both qualities through refined typography, color balance, and a clean design language.
Brand Evolution:
A Modern Legacy
The first step was modernizing Cranberry’s logo. The custom red wordmark was preserved to maintain brand recognition, while the outdated cranberry fruit icon was replaced with a minimalist abstract mark that integrates seamlessly into the logotype by replacing the letter “a.” This fusion of heritage and modernity created a cohesive, contemporary identity.
Brand Icons
Examples of redesigned product icons include:
- First Touch -
product is manufactured with zero direct skin contact - Chemo Tested -
chemo use qualified - Moisture Lock -
product coated with lanolin and vitamin E - Citrus Peppermint Scent -
product with Citrus Peppermint Scent - 360º Complete Full Coverage Protection -
product that has protection from 360º - Quad-Fold -
four folded design - 1 Direction -
packaged in the proprietary 1 Direction - Biodegradable -
an icon for the biodegradable material
CORPORATE TYPEFACE/
COLOR PALETTE
Primary Typeface
- Helvetica
Usage - Headlines, sub-headlines, body copy, logo pairings, icon integrations, headlines, selective marketing accents.
Primary Color Palette
Cranberry’s iconic signature red—bold, confident, and instantly recognizable—remains the cornerstone of our brand, symbolizing leadership in infection control.
Paired with our trusted green, a nod to growth and reliability, the core palette reflects our unwavering legacy.
Elevating the palette is the introduction of luxurious silver, a deliberate choice to infuse a premium, cutting-edge sensibility—perfect for conveying Cranberry’s evolution as a forward-thinking industry pioneer.
Paired with our trusted green, a nod to growth and reliability, the core palette reflects our unwavering legacy.
Elevating the palette is the introduction of luxurious silver, a deliberate choice to infuse a premium, cutting-edge sensibility—perfect for conveying Cranberry’s evolution as a forward-thinking industry pioneer.
Secondary Color Palette
- black and medium grey - for strong, clean typography and structural elegance.
- Royal Blue - a confident accent, ideal for highlighting innovation.
- Sky Blue and Baby Blue - softer tones that bring approachability without compromising authority.
MARKETING COLLATERAL
New Revamped Catalog
Clear, Customer First Design -
- Instant Clarity - every product’s functionality is immediately intuitive, so end users can focus on what matters—safety without complexity.
- Benefit-Driven Communication - no jargon, no confusion—just straightforward how-it-helps-you details that highlight superior performance.
The Silk Inspiration: Strength Meets Elegance -
Our new silk-inspired design mirrors the qualities of the fabric itself.
Our new silk-inspired design mirrors the qualities of the fabric itself.
- Strong: Engineered for uncompromising durability.
- Soft: User-friendly in form and function.
- Unique: Aesthetic and performance that stands apart.
Premium Minimalism: Confidence in Every Detail -
To elevate trust and sophistication, we’ve crafted a visual language that’s as refined as our products
To elevate trust and sophistication, we’ve crafted a visual language that’s as refined as our products
- Signature Cranberry Red: Bold accents that command attention while reinforcing brand recognition.
Magazine Article
The 360 Face Mask -
Showcasing Cranberry’s Bold New Direction:
As part of our comprehensive brand transformation, we developed a premium editorial feature spotlighting Cranberry’s groundbreaking 360 Face Mask– a product that perfectly embodies our commitment to innovative protection, intuitive design, and elevated aesthetics.This article represents one of the first major executions of Cranberry’s revitalized visual identity.
Showcasing Cranberry’s Bold New Direction:
As part of our comprehensive brand transformation, we developed a premium editorial feature spotlighting Cranberry’s groundbreaking 360 Face Mask– a product that perfectly embodies our commitment to innovative protection, intuitive design, and elevated aesthetics.This article represents one of the first major executions of Cranberry’s revitalized visual identity.
- Clean, minimalist layouts anchored by our signature white space.
- Strategic pops of 360 purple for bold product recognition.
- User-focused storytelling that makes technical innovation effortlessly understandable.
- Structured Visual Hierarchy - bold headers (e.g., "Repel 4PLY") and bullet points enhance readability, making the multi-layered benefits easy to scan. Icons, inferred from layer descriptions, visually differentiate each layer’s function.
More than just a product showcase, this feature demonstrates how Cranberry’s new branding framework comes to life – turning advanced PPE into desirable, design-forward solutions that professionals trust and prefer.
PACKAGING DESIGN
Revamped packaging
The packaging redesign marked the first major milestone of Cranberry’s rebrand and set the creative standard for all future product lines.
Key Design Principles:
Key Design Principles:
- Premium Minimalism - clean white backgrounds with bold Cranberry red accents for instant shelf impact.
- Silk-Inspired Texture - subtle tactile finishes that communicate strength and sophistication.
- User-First Clarity - intuitive hierarchy that makes product benefits immediately understandable.
As the first physical interaction customers have with our products, the new packaging had to:
- Visually establish Cranberry’s elevated market position.
- Create instant recognition across product lines.
- Reflect the same "strong yet soft" qualities as our PPE solutions.
WEB DESIGN
www.cranberryusa.com
The redesigned website, originally launched in 2015 and active through 2024, reflected the new visual identity and improved accessibility. It offered a cleaner layout, updated color palette, and an organized product presentation that aligned with the new brand direction..
BOOTH GRAPHIC DESIGN
Cranberry at IDS
2016 -2024
Before our brand transformation, Cranberry’s presence at IDS (International Dental Show), the world’s largest dental industry trade show—showcased our heritage as a trusted infection control leader.
Pre-Revamp Booth Highlights:
Before our brand transformation, Cranberry’s presence at IDS (International Dental Show), the world’s largest dental industry trade show—showcased our heritage as a trusted infection control leader.
Pre-Revamp Booth Highlights:
- Bold Brand Visibility - dominant Cranberry red backdrops ensured instant recognition in a crowded expo hall.
- Functional Layout - open, accessible design prioritized product demonstrations and professional consultations.
- Trust-Centric Messaging - focused on clinical reliability and dental-specific solutions.
