OUNCE

Product & Packaging Design for Brand Reinvention

Role

Branding & Visual Designer

Tool

Blender, After Effects, Figma

Team

Aakash Dave, Alvin Huang, Ella Larkin, Eno Chen, Joyce Lee, Muwen Li, Yuetong Li

Project Overview

Ounce is a reimagined brand experience for Ocean Spray, built around wellness, clarity, and modern lifestyle needs. It blends bold visual identity, smart packaging design, and immersive visuals to support a refreshed growth strategy in the health supplement space.

Harvard VIS 2415 Paper or Plastic: Reinventing Shelf Life in the Supermarket Landscape

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Wellness That Works as Hard as You Do

OUNCE by Ocean Spray

“For every woman who’s ever been told to slow down, for every achiever who refuses to compromise—this is your moment.”

From shelf leader to shelf fatigue.

01. The Opportunity

Ocean Spray has dominated the cranberry category for decades, owning 60% of the market with bold flavors and relentless innovation, from cranberry sauce in the 1930s to Craisins in the 1980s. But in recent years, growth plateaued. Consumers no longer want “another juice.” They want experiences. They want purpose.

Elizabeth Lee, Ocean Spray’s co-founder, she built a bold icon.

02. A Legacy of Boldness

Today, we channel that same pioneering spirit to ask:
What’s next for the cranberry?

Our answer: Ounce.
A reimagined brand experience that turns bold flavor into daily power.

Meet Bonnie — our target audience.Bonnie represents a new generation of high-performing, wellness-driven consumers. She balances a demanding career with an active lifestyle, values sustainability, and seeks brands that align with her ambition, routines, and principles. For her, wellness is not a trend—it’s a standard.

Not a juice. Not a pill. Not a fad.

03. Our Answer to the Plateau

Ounce is a bold reimagination of the Ocean Spray legacy that transforms cranberry into a modern wellness experience. This clean and compact pod pairs nutrient-enhanced cranberry juice with an edible, biodegradable membrane developed by NotPLA. It introduces a new format that combines health, sustainability, and lifestyle in one effortless dose.

How do we make wellness fit into Bonnie’s life effortlessly?

04. From Concept to Capsule

Before we arrived at the final design, Ounce went through multiple explorations, across naming, packaging form, dispensing mechanism, and visual identity. Here are a few early-stage sketches and iterations that helped shape the final product:

Two moments. One vision.

05. Introducing Ounce

Infused with nutrient-rich cranberry juice. Wrapped in a sustainable, edible membrane powered by NotPLA.
‍
This is not just a product.
It’s the new format of wellness.
Made to match your rhythm.
Made for the modern bold.

This is Ounce by Ocean Spray.

Form meets function.

06. Product & Package Design

Ounce comes in a sleek, refillable metallic tube just 15 centimeters tall, designed for desks, bags, and beauty counters. Each unit includes a five-pod refill system with clear ingredient icons printed on the pack for full transparency. We took Ocean Spray from 64-ounce bottles to five-ounce capsules of clarity.

Wellness starts with one click.

07. Digital Touchpoints

The homepage features Work and Rest pods, an interactive quiz for personalized picks, flexible subscriptions, and clear ingredient and sustainability info. The Ounce Community brings like-minded women together around modern wellness.

Premium first. Scale later.

08. Launch Strategy

Phase 1: SoulCycle & boutique wellness studio partnerships
Phase 2: Digital-first campaign with influencers and personalized stories
Phase 3: Retail rollout via Whole Foods & premium grocery chains

Minimal. Beautiful. Sustainable.

09. The Ounce Experience

ALL IN ONE OUNCE

A Future Designed to Fit Her.

10. A Statement in Every Drop

When Elizabeth Lee co-founded Ocean Spray, she created a category.
With Ounce, we create a future.

One where ambition is not the enemy of wellness.
One where health is not hidden behind labels or plastic.
One where women like Bonnie are seen, heard, and empowered.

This is Ounce. Boldly crafted. Beautifully lived.