Innocent Drinks, a renowned brand in the juice and smoothie sector, has introduced a new packaging design for its products. The company, founded in 1998 and now majority-owned by The Coca-Cola Company, is focusing on creating a more consistent and recognizable visual identity across its portfolio. This redesign puts the iconic 'Innocent Dude' logo front and center, a move intended to make the brand more visible on supermarket shelves.

The updated packaging will gradually roll out from October 2024 and is expected to be fully implemented by February 2025. According to Irem Mainwaring, Head of Brand and Portfolio at Innocent, this change comes as the company aims to make it easier for consumers to recognize their products and understand the health benefits they offer. ‘Our dude is a beacon of goodness,’ she says, emphasizing the importance of aligning the brand’s visual language with the quality of its ingredients, such as fibers, vitamins, and minerals.

The redesign is also part of Innocent’s effort to maintain its playful and bold image, while continuing to appeal to health-conscious consumers across Europe. The brand's visual refresh highlights simplicity and clarity, ensuring that the 'Dude' logo stands out in every global market where the products are sold. The redesign's goal is to strengthen the brand’s presence and consumer loyalty, making its bottles easily identifiable amid competition.

This development follows Innocent’s continued commitment to sustainability and supporting the agricultural industry. Earlier in 2024, the company also backed a series of projects designed to protect the future of fruit and vegetable farming, further enhancing its socially responsible image.