Innocent Drinks, the UK's leading fruit drink brand, has unveiled a new packaging design, partnering with independent branding agency Derek & Eric and strategist Silas Amos. The project focused on simplifying the brand's signature while reclaiming its original confidence, establishing a consistent visual identity across the country.
Since its founding in 1999, Innocent has established itself as one of the UK's most beloved brands, thanks to its fresh fruit drinks, playful personality, and social good. However, as its portfolio expanded, its visual identity became increasingly fragmented and unclear. In response, the brand returned to basics, adopting a strategy that refocused on its iconic logo character, "The Dude," as its guiding light.
The newly refined Dude is fronted by a wordmark with gently curved lines, more directly conveying the brand's purity and friendliness. Typography, colors, illustrations, and photography have also been simplified, creating a flexible yet consistent design system. This allows consumers to easily recognize products in stores and maintains the brand's unique identity even amidst a diverse lineup.
Rob Clarke and illustrator Laura Silveira were involved in the design development, refining the details and working closely with Innocent's in-house creative team to complete the final product. "This rebrand wasn't just about a cosmetic change; it was about reimagining how the brand connects with people," said Finlay Hogg, Innocent's Creative Lead.
