A beacon of goodness

Challenge

Since innocent rocketed onto the scene in 1999, they have been defining the fruit drink category – crafting a well loved brand with fresh design and game changing advertising – all the while honouring their commitment to leave things better than they found them.

As the world has changed, so has the innocent portfolio, with an ever evolving line up of innovative products.

But along with growth, the single minded confidence of the original visual identity had been gradually buried under a clutter of disparate styles, resulting in a fractured portfolio with diminished shelf-blocking halo effect.

How can design help a brand reclaim its former glory?

Solution

The design strategy was deceptively simple – go back to first principles and elevate ‘the dude’, as our symbol of goodness, to the stature he always should have had.

To that end, we began by redrawing the dude himself, smoothing out his italicised form, allowing him to occupy maximum space in every composition and lock up with the newly softened and arched innocent wordmark.

We then stripped back the chaotic variety of every other element – typography, colour, illustration and photography among them – crafting a new core set of key assets, built into a strong but flexible system with clear principles for all current and future ranges – ensuring differentiation without losing distinctiveness.

Keep it simple, smoothie fans!

Skillset

Strategy

Identity

Brand Design

Packaging