Innocent Drinks has undertaken a substantial redesign of its packaging across its entire product collection.
- The intiative aims to enhance brand identity and clearly differentiate between various product lines.
- The redesign has been implemented in 18 markets, showcasing a focus on simplicity and brand recognition.
- A key feature of the new packaging is the repositioned and redesigned Innocent’s ‘Dude’ logo for better visibility.
- This strategic move addresses the needs of consumers seeking clear and engaging product information.
Innocent Drinks has initiated a comprehensive redesign of its packaging to strengthen its brand identity and make its bottles more consumer-friendly. This effort spans the entire product range, including core juices, smoothies, and super smoothies, across 18 international markets.
The new design centres on simplicity, featuring a prominently positioned and redrawn ‘Dude’ logo. This change is part of an overarching strategy aimed at ensuring that the packaging reflects the quality and health benefits of the drinks, making it straightforward for consumers to identify and choose.
The head of brand and portfolio, Irem Mainwaring, articulated the need for this evolution by stating that the packaging needed to express the richness and natural goodness of the fruit and vegetable content within. The intention was to align the visual aspect with the inherent health benefits of the products, thus reinforcing the overall brand message.
Innocent Drinks previously updated its ‘Juicy Water’ range to appeal to a health-conscious audience, indicating a consistent approach in responding to consumer preferences and market trends. The packaging redesign is part of this broader strategy, ensuring the brand remains relevant and appealing to modern consumers.
This packaging redesign by Innocent Drinks signifies a strategic step towards enhancing brand clarity and aligning product presentation with consumer expectations.
