In a strategic move to enhance brand visibility, Innocent Drinks has overhauled its packaging design, impacting all its products across 18 global markets.
- The updated design introduces a more prominent display of the company’s signature logo, focusing on simplicity and consumer accessibility.
- This refresh aims to make healthier drink choices easier for consumers by highlighting the nutritional values of its ingredients like fiber and vitamins.
- Innocent’s rebranding follows an earlier packaging redesign of its ‘Juicy Water’ line, targeting health-conscious individuals.
- Irem Mainwaring, Innocent Drinks’ head of brand, explains the evolution in design as a necessary step for future brand alignment.
Innocent Drinks has undertaken a comprehensive redesign of its packaging, affecting all products from juices to core and super smoothies across 18 international markets. This move is primarily aimed at strengthening the brand’s identity on a global scale.
The new design is distinguished by its simplicity, with a particular emphasis on the ‘Dude’ logo. This iconic symbol has been redrawn with custom wordmarks and now takes a more prominent position on the packaging. This strategic placement is intended to facilitate immediate recognition of Innocent products by consumers, regardless of their location.
According to Irem Mainwaring, head of brand and portfolio at Innocent Drinks, the redesign was inspired by the need to make healthier options more accessible to drinkers. She notes that their earlier packaging made it challenging for consumers to easily identify and choose the brand’s offerings. “Our Dude is a beacon of goodness,” Mainwaring states, emphasizing that their drinks offer an easy way to incorporate more nutritional elements into diets.
Earlier this year, Innocent also launched a new look and taste for its ‘Juicy Water’ range. This specific redesign was targeted at the increasingly health-conscious consumer demographic, aiming to align with modern dietary preferences.
By aligning their visual language with the brand’s core values, Innocent Drinks intends to reinforce its reputation as a provider of nutritious beverages. This rebranding is perceived not just as a cosmetic change, but as a strategic decision to better communicate the health benefits encapsulated in their products.
Innocent Drinks’ packaging redesign signifies a strategic evolution aimed at enhancing brand recognition and consumer accessibility.
