innocent drinks have launched its new brand line, ‘fruit and veg forever’, and a refreshed visual identity that celebrates the company’s mission to make it easier for people to live well through the delicious goodness of fruit and veg. ‘Fruit & veg forever’ reaffirms innocent’s long‑standing obsession with all things fruit and veg — and its commitment to helping people and communities stay healthy by squashing, squeezing and blending the best that nature has to offer. The line is the first public expression of a new brand strategy developed by innocent and Neverland over the past 18 months and will feature across all of innocent’s European communications.
“Fruit and veg forever captures exactly who we are and what we have always stood for at innocent,” says Louise Alldred, Head of Comms & Digital at innocent. “It’s a simple line with a big ambition behind it — to keep championing the goodness of fruit and veg in a way that helps people live well every day. This platform gives us a powerful, consistent way to tell that story across Europe.”
Alongside the new line, innocent and Neverland’s design teams have created a bold new visual identity, developed in tandem with the brand strategy. The refreshed look draws on innocent’s personality and brings to life its passion for fruit and veg through visual elements inspired by nature. The new identity was designed as a flexible toolkit of visual elements to ensure innocent shows up distinctively wherever it appears. Whether that’s crafted collage touches that bring through the human touch, a playful new font inspired by nature, or new heroic fruit and veg photography, all mix to bring the innocent brand to life.
“Our new visual identity builds on the work we’ve done to refresh innocent’s look from the dude out,” says Imogen Almond, Head of Creative at innocent. “It brings us back to what innocent has always been about – the good stuff from nature – but with an elevated, modern feel that doesn’t lose that human feel. So, expect lots more fruit, veg, grass, sky and plenty of unexpected touches.”
The new brand line and identity launch today in the UK through innocent’s latest campaign, which focuses on the morning occasion. Led by a series of short films that were developed by Neverland & Tinderflint, the campaign taps into the universal experience of chaotic mornings — the moments when we’re rushing, juggling, and only just scraping through. With 2/3 of parents saying there are never enough minutes in the morning, and only 15% of people identifying as morning people*, innocent’s hero line, ‘at least you had some fruit’, highlights how starting the day with delicious, nutritious fruit & veg, means something will go right, even when everything else goes wrong.
“As our mornings get busier, breakfast is often the first casualty” says innocent’s company nutritionist Helen Whitby.”But research shows that skipping this important meal means missing out on vital nutrients and leads to poorer diet quality. Starting the day with fruit and veg, like those in innocent juices and smoothies, provides essential vitamins, minerals and natural plant compounds that help support energy, immunity and overall wellbeing”.
Heroing innocent’s juice ranges from orange juice to functional products like their new shots, these films, alongside a suite of supporting assets, will be run across digital and social platforms throughout Europe this year.
* Source: Kantar Profiles/Mintel, February 2022
Source: Neverland
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