Innocent’s On-The-Go Juice Re-designed

Derrick Lin


Agency: Pearlfisher
Founding Partner & Chief Creative Officer: Jonathan Ford
Creative Director: Natalie Chung
Design Director: Dan Gladden
3D Design Director: Mike Beauchamp
Senior Brand Strategist: Jenny Dean
Project Type: Produced, Commercial Work
Location: London, UK

Pearlfisher creates the future of innocent juice on-the-go

Pearlfisher London has re-designed innocent’s on-the-go juice range, completing the picture of innocent as the entrepreneurial leaders in juice. Work spans creative strategy, graphic and structural packaging design.

innocent’s latest in-home juice carafe proposition has been a great success and the iconic brand wanted to emulate this in the on-the-go (OTG) category, making the carafe proposition relevant for the more active, transient world of OTG drinks. Pearlfisher’s challenge was to use design to inject these quiet little on-the-go bottles with challenger spirit that disrupts, creates irresistible desire and explodes their sales potential.

Mike Beauchamp, Pearlfisher 3D Design Director, commented, “The OTG drinks category is dominated by me-too juice, fizzy drinks and water brands all fighting for the same shelf space and consumer attention. Our challenge was to create a structural design that completes the innocent juice family in a beautiful mini-carafe form and disrupts the competitive OTG category. The new structure – which comes in the form of a modern ‘carafette’ – is fresh, confident and immediate, creating a positive category story for retailers as well as providing a new consumer experience.

He continued, “The new iconic bottle design, captures the generous feel of the in-home carafe, lets the juice communicate the vitality of the product and introduces a new height on shelf which immediately disrupts the consistent eye-line and drives on-shelf differentiation. The carafette is an impactful new structural design that elevates a clumsy bottle to an object of beauty.”

Dan Gladden, Pearlfisher Design Director, commented, “Our creative concept ‘just juiced’ is based on the idea of glorifying and celebrating the natural energy and vitality of the product inside and is expressed across the structure, identity and label. Our new design visually steers away from the stereotypical information-heavy white labels. We purposely used a pressure sensitive clear label to put the focus on the product inside, de-cluttered the label and moved the variant descriptor to the seal – communicating freshness and helping range navigation.”

Mark Paterson, innocent Senior Brand Manager, Group Portofilo, commented, “We think our new carafette looks great. It cues freshness in a distinctly innocent way. You just really want to buy and drink it. It is set to really help us break into the on-the-go juice category in a big way.”

The new innocent OTG carafette comes in two sizes (330ml and 500ml) and is now available nationwide.