Innocent Drinks has rolled out a comprehensive packaging redesign, unifying its product portfolio across 18 markets.
- The strategy emphasizes simplicity and aims to enhance brand recognition by featuring the redesigned ‘Dude’ logo more prominently.
- The update targets juices, smoothies, and super smoothies, aligning visual elements with the nutritional value they offer.
- The brand hopes to make product selection easier for consumers, focusing on the health benefits associated with its drinks.
- Innocent previously refreshed its ‘Juicy Water’ range, reflecting a consumer shift towards healthier choices.
Innocent Drinks has undertaken a significant redesign of its packaging, affecting its extensive product line available across 18 diverse markets. This initiative seeks to bolster the brand’s identity by focusing on a streamlined aesthetic. A key feature of this redesign is the enhanced prominence of Innocent’s ‘Dude’ logo, which has been refined with bespoke wordmarks to ensure it remains a central element across all packaging variants.
The redesigned packaging is not just a superficial change but aims to reflect the intrinsic benefits of the products inside. The brand has harmonised the visual identity of its juices, core smoothies, and super smoothie lines to align with their nutritional profiles. This bold yet playful design is intended to communicate the health benefits more effectively, thereby aiding consumer decision-making processes at the point of purchase.
According to Irem Mainwaring, Innocent Drinks’ head of brand and portfolio, the refresh was motivated by a desire to simplify the choice for consumers. Mainwaring explained that the older designs were not as effective in guiding consumers towards selecting their products; hence, the redesign incorporates elements that communicate the wholesome and nutritious aspects of their offerings. “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,” Mainwaring remarked, highlighting the strategic intent behind the packaging overhaul.
In addition to the main product lines, Innocent recently revitalised its ‘Juicy Water’ selection to cater to the growing demand for healthier beverage options. This update is in line with broader consumer trends favouring health-conscious choices, making it easier for individuals to incorporate nutritious options into their lifestyles.
Innocent Drinks’ strategic packaging refresh underscores its commitment to simplifying consumer choices while aligning with health-conscious trends.
