Graphic Designer
CRANBERRY 2.0
about the project-
In 2025, Cranberry underwent a strategic rebrand to solidify its position as the category specialist in infection control. With a legacy of innovation and trust, Cranberry delivers premium infection control solutions, ensuring the protection of medical specialists worldwide. As the lead in-house brand designer, I led this transformation to embody The Specialist’s Edge—a philosophy of expertise, precision, and professional excellence.
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The Challenge- Cranberry needed a refined identity that upheld its commitment to quality and innovation. The goal was a clean, efficient, and professional look, reflecting global leadership while communicating assurance, intelligence, and confidence with no unnecessary elements.
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The Solution-I led the 2025 visual overhaul, establishing Cranberry as the definitive industry expert through:
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Precision-driven brand identity–
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Streamlined packaging–
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Refined marketing visuals–
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Seamless brand consistency–
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This rebrand ensures Cranberry remains precise, confident, and trusted worldwide.
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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
The Specialist’s Edge- The Cranberry logo system is designed to reflect precision, professionalism, and trust-aligning with the brand’s strategic vision, The Specialist’s Edge. Every element is intentional, reinforcing Cranberry’s leadership in infection control.​
Logo System-
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Primary Logo- the Cranberry wordmark features a modern, sans-serif typeface with rounded edges, creating a balance between approachability and professionalism.
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The Edge Icon- a defining element of the new identity, the edge icon symbolizes precision, focus, and expertise. It subtly represents a specialist’s attention to detail, framing Cranberry as a brand that refines and perfects its craft.
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Scalability & Application
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The logo is designed for seamless application across digital, print, and physical packaging.
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It maintains clarity and impact at all sizes, ensuring recognition from product labels to large-scale branding.
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The edge icon can be used independently as a graphic element, reinforcing the brand identity in subtle and sophisticated ways.
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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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Spearmint Scent: product with Spearmint 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
Lanolin and Vitamin E: lanolin and vitamin E coating added on the gloves
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Hydroguard: hydroguard protection to repel moisture on face masks​
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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..
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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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.
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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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CORPORATE TYPEFACE
Primary Typeface:
Barlow
Usage: Headlines, sub-headlines, body copy.​
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Accent Typeface:
Gotham
Logo pairings, icon integrations, headlines, selective marketing accents.
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MARKETING COLLATERAL
magazine article/infographic -
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.
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Designed For Impact- this collateral leverages Cranberry’s refreshed branding system to:
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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.
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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.​​
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MARKETING COLLATERAL
advertisement-
The Cranberry Repel 4PLY face masks ad showcases a premium medical face masks engineered for superior protection and comfort.​
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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- 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.
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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.​
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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.
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Pre-Revamp Booth Highlights:
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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.
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Refined Layout- the booth features an open, intuitive layout that highlights product demonstrations while offering a more immersive, customer-first experience.
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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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