Innocent has adopted a new packaging design for its on-the-go (OTG) juice range from London-based design agency Pearlfisher.
The brand’s new OTG carafette is available in 330ml and 500ml formats, and was inspired by the success of the brand’s in-home juice carafe. The transparent label design incorporates fruit cues with the range’s signature hand-drawn eyes and halo, with a fully integrated colour scheme across the graphics, bottle cap and cap label. It also features the brand name and tagline “never ever from concentrate”.
It achieves further creative fun with the words “I can see clearly now the juice has gone” – a reference to a 1972 song by Johnny Nash – printed on the reverse side of the label.
Pearlfisher 3D design director Mike Beauchamp said: “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.
“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.”
Pearlfisher design director Dan Gladden added: “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.”
Innocent senior brand manager Mark Paterson said: “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.”
© FoodBev Media Ltd 2020
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