Innocent Drinks Unveils Fresh, Simpler Packaging Design Across Its Entire Range

The new packaging spans its entire portfolio, including smoothies, juices, and its iplus range. The aim was to enhance the brand’s appeal by focusing on clean lines, vivid imagery, and clearer labelling.

One key features of the redesign is the reworked “Dude” logo, which has been given a more modern and prominent position on all packaging. The brand has opted for hand-drawn details and natural photography to emphasise the fresh ingredients in each product. For example, juices are now presented with striking fruit photographs against a clean white background, while smoothies display subtle tints to convey richness and nourishment.

The redesign also includes clearer range distinctions, such as transparent labels for the iplus drinks to showcase their vibrant colours. This packaging update is expected to help consumers easily navigate the range and better understand the health benefits of the products.

Innocent plans to complete the rollout across 18 markets by February 2025​.