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innocent unveils drinks packaging redesign
The revamped design is aimed at creating recognisable look that stands out on the supermarket shelf.
With a focus on simplicity, small changes have been made to the innocent “Dude” logo which form part of a move to integrate it with other design elements.
The rollout of the new packaging begins this month and will be completed by February 2025.
Headquartered in London, innocent manufactures a variety of juice and smoothie products made from fruit and vegetables.
Founded in 1998, it operates across Europe and is majority owned by The Coca-Cola Company.
‘Bold and playful design that aligns with the brand’
Commenting on the motivation behind the redesign, head of brand and portfolio at innocent Drinks, Irem Mainwaring, explained that the team decided that it was “time for a refresh” as the business looks towards the future.
“Our designs have evolved organically as we have grown,” Mainwaring said.
“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.”
