Innocent Drinks is rolling out a new packaging redesign to help drinkers navigate its portfolio of juices, core smoothies, iplus, and super smoothies.
The new design strategy focuses on simplicity, and has been built around a streamlined philosophy. Inocent’s iconic logo – Dude – has been redrawn to make it straighter and more confident. It is integrated with other design elements that see it prominently featured on front-of-pack for all of innocent’s drink ranges.
Consistent front-of-pack labelling across each of its 18 markets is complemented by back-of-pack stories.
The rollout of the new packaging begins this month and will be completed by February 2025.
Irem Mainwaring, Head of Brand and Portfolio at innocent Drinks, commented: “Our designs have evolved organically as we have grown, but as we looked ahead at our future, we found it was time for a refresh. Realising our packaging wasn’t making it easy for our drinkers to choose our bottles and enjoy the goodness of fruit and veg inside was what inspired our new design strategy – making our ‘Dude’ the star of the show again no matter where in the world our drinks are being sold.
“Our dude is a beacon of goodness, with our drinks being an easy and delicious way to get more fibre, vitamins, minerals and phytonutrients into our diets, so we wanted a visual language that matched this. The result is a bold and playful system that aligns with the innocent brand whilst helping drinkers understand the goodness that goes into our juices and smoothies. We can’t wait for this to hit shelves in the following months.”
