Designed by Family(and friends), United Kingdom.

Innocent Drinks are launching a new range of juices in PET carafes designed by packaging agency Family(and friends), with all new label graphics developed by B&B Studios.

Innocent will launch its range of ‘not-from-concentrate’ juices this February. The range willl include orange,in ‘with bits’ and ‘smooth’ both available in 900ml and 1.35L sizees and a debut an apple juice recipe in a 900ml size. Its smoothies will remain in cartons. Innocent believes that the new carafes will have greater standout in the chilled juice aisle, that they will be easier for UK consumers to use and convenient to recycle.

Alex Durbridge, Creative Partner at Family(and friends) said “The structural design for the carafe builds on innocent’s strong sense of fun and familiar style.” “The design has been developed to maximize ease of pour, fitting snuggly into the door of most family fridges and creating new news instore.”

Thomas Delabriere, Marketing Director, innocent drinks quotes, “We were looking for a breakthrough new pack design that could give a great experience for our juice drinkers.

Also, it was critical that we developed a pack design that stood out on shelf and made it easy for shoppers to find our new juice in-store.
Dan Germain, Head of Creative at Innocent drinks says; “Given the limited amount of space, our juice front-of-pack design brief was a bit of a tough one to crack. The B&B team approached the challenge with passion and ample brainpower, and worked really closely with us to make sure it was spot on. And we got what we wanted – a lovely looking new carafe that looks great instore, and hopefully one that people will enjoy sharing around their breakfast tables.

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