Cranberry 2.0
- (Client) Cranberry
- (Year) 2025
about the project
In 2025, Cranberry began a strategic rebrand to strengthen its position as the category specialist in infection control. With a long legacy of innovation and trust, Cranberry delivers premium infection control solutions that protect medical professionals worldwide.
As the lead in-house brand designer, I guided the transformation to embody The Specialist’s Edge, a philosophy centered on expertise, precision, and professional excellence.
When I joined this initiative, the challenge was clear. How do you elevate a medical brand known for reliability and performance while making it feel forward thinking, modern, and human.
As the lead in-house brand designer, I guided the transformation to embody The Specialist’s Edge, a philosophy centered on expertise, precision, and professional excellence.
When I joined this initiative, the challenge was clear. How do you elevate a medical brand known for reliability and performance while making it feel forward thinking, modern, and human.
The Challenge
Cranberry needed a refined identity that upheld its commitment to quality and innovation. The goal was to create a clean and confident visual language that reflected global leadership while communicating assurance, intelligence, and precision.
The Process
I led the 2025 visual overhaul from concept to execution. My focus was on refining structure and clarity across every touchpoint including packaging, marketing collateral, web design, and booth graphics.
The real impact came from aligning creative decisions with business goals. I worked closely with leadership, marketing, and overseas vendors to simplify production workflows and ensure all assets maintained visual consistency and accuracy across multiple regions.
Throughout the process, I balanced efficiency with design precision, from testing silver foils and coatings for tactile impact to defining typographic systems that translated seamlessly between print and digital platforms.
The real impact came from aligning creative decisions with business goals. I worked closely with leadership, marketing, and overseas vendors to simplify production workflows and ensure all assets maintained visual consistency and accuracy across multiple regions.
Throughout the process, I balanced efficiency with design precision, from testing silver foils and coatings for tactile impact to defining typographic systems that translated seamlessly between print and digital platforms.
The Solution
We created a cohesive design system that positioned Cranberry as the definitive industry expert:
- Established a modular visual layout for easier storytelling.
- Refined typography and spacing for better readability.
- Integrated consistent brand colors, icons, and product identifiers.
- Designed responsive templates for mobile and desktop.
- Strengthened SEO structure for global discoverability.
Services Provided
- Brand Development
- Creative Direction
- Packaging Design
- Publication Design
- Marketing Collateral
Results
The rebrand positioned Cranberry as a confident and trusted category leader with improved visual cohesion across packaging and campaigns. It streamlined production processes and elevated the overall perception of precision and quality.
Reflection
This project reinforced my belief that design excellence is achieved through precision, clarity, and strong cross-functional collaboration.
This rebrand ensures Cranberry remains precise, confident, and trusted worldwide.
BRAND IDENTITY
The Specialist’s Edge -
Cranberry’s logo system was created to reflect precision, professionalism, and trust, aligning with the brand’s strategic vision. Each element reinforces Cranberry’s leadership in infection control and conveys a sense of focus and mastery.
Logo System
- Primary Logo -
uses a modern sans serif typeface with rounded edges to balance approachability and professionalism.
- The Edge Icon -
serves as the defining mark of the rebrand, symbolizing precision and expertise. It represents a specialist’s focus on detail and reinforces Cranberry’s commitment to refinement and progress.
Scalability & Application
- The logo maintains clarity and impact at all sizes from small packaging to large-scale graphics.
- The Edge Icon can also function independently as a signature graphic, extending the identity across digital and print applications.
Brand Icons
Examples of redesigned product icons include:
- First Touch -
product is manufactured with zero direct skin contact - Moisture Lock -
product coated with lanolin and vitamin E - Spearmint Scent -
product with Spearmint Scent - 360º Complete Full Coverage Protection -
product that has protection from 360º - Quad-Fold -
four folded design - Lanolin and Vitamin E -
lanolin and vitamin E coating added on the gloves - Hydroguard -
hydroguard protection to repel moisture on face masks - Chemo Tested -
chemo use qualified
CORPORATE TYPEFACE/
COLOR PALETTE
Primary Typeface
- Barlow
Usage - Headlines, sub-headlines, body copy.
Accent Typeface
- Gotham
Usage - 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.
- 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.
- Surgical White - in medical protection, visibility is safety. This crisp, clean shade ensures defects, contaminants, and critical alerts are instantly detectable under any lighting condition.
Secondary Color Palette
- 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
Magazine Article
As part of Cranberry’s 2025 sustainability initiative, our BioNitrile Gloves set a new standard for medical protection with an eco-conscious approach. Combining clinical-grade performance and environmental responsibility, these biodegradable gloves feature innovative microbial-attraction technology.
Designed For Impact -
this collateral leverages Cranberry’s refreshed branding system to:
Designed For Impact -
this collateral leverages Cranberry’s refreshed branding system to:
- Lead with science -
clear, clean typographic hierarchies convert complex biodegradation data into digestible and compelling narratives, ensuring that customers not only understand the technology but feel the urgency behind it.
- Visualize sustainability -
earth-toned accents combined with infographics on microbial decomposition make invisible, scientific processes tangible. These visuals serve as a bridge between technical data and impactful storytelling, making sustainability both accessible and inspiring.
Advertisement
The Cranberry Repel 4PLY face masks ad showcases a premium medical face masks engineered for superior protection and comfort.
Key Design Principles:
Key Design Principles:
- Technical Detailing -
a breakdown of each mask layer educates consumers on its protective features (e.g., "HydroGuard," "ASTM Level 3") while emphasizing comfort benefits ("lint-free," "microfiber layer").
- Color Psychology -
the dominant blue color conveys safety, cleanliness, and medical credibility, reinforcing the mask’s protective claims.
- 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.
- Balanced Aesthetic Balanced Aesthetic-
a combination of clinical precision (technical specifications) and consumer appeal (softness and comfort claims), ensuring clarity while avoiding clutter and reinforcing Cranberry’s reputation for quality PPE.
(AI-Enhanced Project)
Ad Campaign
PACKAGING DESIGN
New Revamped Packaging
The complete revamp of Cranberry’s packaging, featuring the Specialist's Edge design, marks a key milestone in our brand transformation, setting the standard for future touchpoints.
Key Design Principles:
Key Design Principles:
- Sleek Sophistication -
a modern aesthetic with clean lines and bold Cranberry red accents creates powerful visibility and a professional, high-quality shelf presence.
- Edge-Defined Icon -
tactile, edge-inspired finishes add dimensionality, symbolizing strength and resilience, while enhancing the sensory experience of our durable products.
- Effortless Understanding -
clear, intuitive design ensures product information is easy to find, allowing customers to quickly grasp key benefits and features.
BOOTH GRAPHIC DESIGN
Cranberry at IDS 2025
As part of our 2025 brand transformation, Cranberry’s presence at the International Dental Show (IDS)—the world’s largest dental industry trade show—takes a bold leap forward, redefining our role as a leader in infection control.
Pre-Revamp Booth Highlights:
Pre-Revamp Booth Highlights:
- Edge-Defined Visibility -
the revamped booth design blends sleek, minimalist elements with bold Cranberry red accents, ensuring immediate recognition and presenting a modern, professional image in the expo hall.
- Refined Layout -
the booth features an open, intuitive layout that highlights product demonstrations while offering a more immersive, customer-first experience.
- Precision Messaging -
messaging now communicates the strength, innovation, and precision behind our dental solutions, reflecting the Specialist's Edge qualities of our revamped brand.
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