Cranberry 1.0
- (Client) Cranberry
- (Year) 2016
about the project
2016-2024
Since 1988, Cranberry has been a leader in developing and distributing protective infection control solutions in medical supplies. As the lead in-house brand designer, I oversee all creative visuals that shape its identity.
Since 1988, Cranberry has been a leader in developing and distributing protective infection control solutions in medical supplies. As the lead in-house brand designer, I oversee all creative visuals that shape its identity.
The Challenge
Cranberry sought a rebrand to enhance its premium appeal—embracing a silk-like aesthetic, minimalism, and modernity.
The Solution
I led a complete visual rebrand to bring this vision to life. the vision:
- Refined brand identity, a sleek, sophisticated design language.
- Redesigned packaging, premium, minimal, and elegant.
- Revamped marketing, clean, compelling visuals for stronger brand presence.
- Ensured consistency, cohesive branding across all touchpoints.
Services Provided
- Brand Development
- Creative Direction
- Packaging Design
- Publication Design
- Marketing Collateral
This rebrand gave Cranberry a silk-like identity that blends comfort and strength.
BRAND IDENTITY
Like Silk, Strong. Soft.
Cranberry, a global leader in protective infection control solutions, is synonymous with quality, innovation, reliability, and exceptional service. The identity reflects the tagline Like Silk. Strong. Soft. through a balance of comfort and strength.
Brand Evolution:
A Modern Legacy
The first step in Cranberry’s revamp was reimagining its logo—a thoughtful fusion of heritage and modernity. The redesign preserves the iconic custom red logotype, a powerful and instantly recognizable brand asset.
To complement this, the outdated realistic cranberry fruit logomark was replaced with a sleek, abstract, and minimalist symbol. This new mark not only modernizes the brand but also integrates seamlessly into the wordmark, replacing the letter "a" for a distinctive and cohesive identity.
To complement this, the outdated realistic cranberry fruit logomark was replaced with a sleek, abstract, and minimalist symbol. This new mark not only modernizes the brand but also integrates seamlessly into the wordmark, replacing the letter "a" for a distinctive and cohesive identity.
Brand Icons
a few of new revamped icons -
- 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
New Revamped packaging
The complete revamp of Cranberry’s packaging marked the first major milestone in our brand overhaul—setting the visual and experiential standard for all future touchpoints.
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
Originally live from 2015 to 2024, this website has been retired and reimagined in a newer version, reflecting updated design and functionality.
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.
