Innocent Drinks has revamped the packaging across its entire product portfolio in a bid to ramp up its brand identity.
The health drink brand has introduced the new design for its full range of products across 18 markets, including juices, core smoothies, and super smoothie lines.
The new design strategy is designed to focus on simplicity, with Innocent’s logo ‘Dude’ redrawn with custom wordmarks.
Other small changes include a redesign of the juice and smoothie makers signature logo, which has also been placed in a more prominent position on front-of-pack for all of Innocent’s drink ranges.
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Innocent Drinks head of brand and portfolio Irem Mainwaring said: “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.”
Innocent revamping its ‘Juicy Water; range earlier this year with a new look and taste in a bid to appeal to the increasingly health-conscious consumer.
