Packaging refresh

Time to refresh the packaging for Innocent

Five years after launch, Innocent’s success had led to expansion but there was increased competition in the marketplace. As more and more products were added to the brand portfolio, a noticeable visual fragmentation was occurring in the range.

With solid expertise in repositioning food & drink brands, Pearlfisher was asked to examine what did and didn’t work and given a brief to improve range consistency, impact and shelf stand-out across all Innocent products and recipes including smoothies, thickies, juices and juicy waters.  Above all, Pearlfisher was tasked with refreshing and affirming Innocent’s place as the number one smoothie and providing a platform for visual growth.
 
The Pearlfisher design team decided to make several key design refinements to bring logic and style to the design. Their aim was to promote overall range consistency and premium positioning for the iconic smoothie brand without losing the natural or naïve visual appeal that made it so special in the first place. 
 
Pearlfisher focused on achieving this through typeface and logo refinements. The emphasis was put on the icon of ‘the dude’, rather than the Innocent name.  He was given a proper halo, rather than what was affectionately known as a flying baguette, increased in size and made more central, proud and iconic as a way of setting the design style for the rest of the Innocent range.  The typography became less generic to give it more balance and impact.  In addition, colour was removed from the cap to leave it white and reflective of the product’s purity, while the flavour descriptor was tastily brought to life and prominence through the addition of colour.
 
The design principles put in place work across the entire range to provide the required consistency but also allow for individual interpretation by the Innocent in-house design team, as they add more products to the range.