Graphic Designer
CRANBERRY 1.0
about the project- 2015-2024
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.
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The Challenge- Cranberry sought a rebrand to enhance its premium appeal—embracing a silk-like aesthetic, minimalism, and modernity.
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The Solution- I led a complete visual rebrand to bring this vision to life. vision:
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Refined brand identity– a sleek, sophisticated design language.
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Redesigned packaging–premium, minimal, and elegant.
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Revamped marketing– clean, compelling visuals for stronger brand presence.
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Ensured consistency– cohesive branding across all touchpoints.
Services Provided-
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Brand Development
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Creative Direction
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Packaging Design
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Publication Design
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Marketing Collateral​
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BRAND IDENTITY
Cranberry, a global leader in protective infection control solutions, is synonymous with quality, innovation, reliability, and exceptional service. Its corporate signature reflects a brand essence built by specialists for specialists—reinforcing trust and expertise in every product.
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.
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To complement this, the outdated realistic cranberry fruit logomark was replaced with a sleek, abstract, and minimalist symbol.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.
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BRAND ICONS
a few of new revamped icons-
First Touch: product is manufacturing with zero direct skin contact
Chemo Tested: chemo use qualified
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Moisture Lock: product coated with lanolin and vitamin E
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Citrus Peppermint Scent: product with Citrus Peppermint Scent
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360º Complete Full Coverage Protection: product that has protection from 360º
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Quad-Fold: four folded design
1 Direction: packaged in the proprietary 1 Direction
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Biodegradable: an icon for the biodegradable material​​
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COLOR PALETTE
Primary 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.
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Secondary Palette:
black and medium grey: for strong, clean typography and structural elegance.
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royal blue: a confident accent, ideal for highlighting innovation.
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sky blue and baby blue: softer tones that bring approachability without compromising authority.​
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MARKETING COLLATERAL
new revamped catalog -
1. Clear, Customer-First Design
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Instant Clarity: every product’s functionality is immediately intuitive, so end users can focus on what matters—safety without complexity.
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Benefit-Driven Communication: no jargon, no confusion—just straightforward how-it-helps-you details that highlight superior performance.
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2. The Silk Inspiration: Strength Meets Elegance
Our new silk-inspired design mirrors the qualities of the fabric itself:
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Strong: Engineered for uncompromising durability.
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Soft: User-friendly in form and function.
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Unique: Aesthetic and performance that stands apart.
3. Premium Minimalism: Confidence in Every Detail
To elevate trust and sophistication, we’ve crafted a visual language that’s as refined as our products:
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Crisp White Backdrop: Clean, uncluttered, and professional—putting the spotlight on what’s essential.
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Signature Cranberry Red: Bold accents that command attention while reinforcing brand recognition.
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MARKETING COLLATERAL
magazine article -
Showcasing Cranberry’s Bold New Direction: The 360 Face Mask
​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:
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Clean, minimalist layouts anchored by our signature white space.
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Strategic pops of 360 purple for bold product recognition.
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User-focused storytelling that makes technical innovation effortlessly understandable.
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.​
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MARKETING COLLATERAL
advertisement-
As part of Cranberry’s bold new branding vision, our latest advertisement for the Carbon Series Gloves redefines premium protection with striking visual impact.
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Key Branding Elements Applied:
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Minimalist white space creates a clean, high-end backdrop.
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Signature Cranberry red delivers instant brand recognition.
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Bold, benefit-focused typography ensures immediate clarity.​
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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.
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​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:
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Visually establish Cranberry’s elevated market position.
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Create instant recognition across product lines.
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Reflect the same "strong yet soft" qualities as our PPE solutions.​
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WEB DESIGN
Originally live from 2015 to 2024, this website has been retired and reimagined in a newer version, reflecting updated design and functionality.​​
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MERCHANDISE DESIGN
Carbon Series T-Shirt -
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BOOTH GRAPHIC DESIGN
Cranberry at IDS
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.
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Pre-Revamp Booth Highlights:
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Bold Brand Visibility- dominant Cranberry red backdrops ensured instant recognition in a crowded expo hall.
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Functional Layout- open, accessible design prioritized product demonstrations and professional consultations.
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Trust-Centric Messaging- focused on clinical reliability and dental-specific solutions.​
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