In a strategic move to bolster brand identity, Innocent Drinks has embarked on a comprehensive redesign of its packaging across all product lines.
- The refreshed packaging aims for simplicity and a focus on Innocent’s ‘Dude’ logo, enhancing visibility and brand recognition.
- This update spans 18 international markets and includes juices, core smoothies, and super smoothies, ensuring global consistency.
- The redesign addresses consumer feedback pointing to previous packaging being less user-friendly in identifying product choices.
- With a bold and playful visual language, the brand seeks to communicate the nutritional benefits of its drinks more effectively.
Innocent Drinks, in an effort to solidify its brand image, has overhauled the packaging of its entire product range, spanning 18 distinct markets. This initiative includes a variety of its offerings, from juices to core smoothies and super smoothies. The reimagined design prominently features a refreshed version of Innocent’s iconic ‘Dude’ logo, which has been redesigned and strategically repositioned for increased prominence on packaging fronts.
The primary objective of this redesign is to impart simplicity in packaging, intending to assist consumers in easily identifying and selecting their preferred products. According to Irem Mainwaring, head of brand and portfolio at Innocent Drinks, the previous packaging did not adequately facilitate consumer choices and enjoyment, prompting this strategic change.
In her words, “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.” This refresh is not solely an aesthetic enhancement but a strategic alignment of the visual language with the health benefits provided by Innocent Drinks.
Through this visually engaging and playful system, the brand aims to highlight the nutritional benefits, such as fibre, vitamins, minerals, and phytonutrients, inherent in their product offerings.
By emphasising the redesigned ‘Dude’ as a ‘beacon of goodness,’ Innocent Drinks aspires to reinforce the perception of its beverages as an accessible source of nutrition and wellness.
This packaging update follows a similar redesign of the ‘Juicy Water’ range earlier in the year, reflecting Innocent’s ongoing commitment to catering to health-conscious consumers.
The strategic redesign of Innocent Drinks’ packaging effectively aligns the brand’s visual identity with its core values and consumer expectations.
