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Innocent - pure fruit
Product design

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01

Brand background

The task was to use an existing brand and reimagine part of their product design. For this I chose Innocent Drinks, a company that produces smoothies. The company sells more than two million smoothies per week. Innocent is over 90% owned by The Coca-Cola Company. Founded: 1998, Cambridge, United Kingdom Headquarters: London, United Kingdom Owner: The Coca-Cola Company (90%) CEO: Douglas Lamont (May 2013–) Founders: Richard Reed, Jon Wright, Adam Balon.

02

Target audience

• Identified as older, richer individuals (potentially women), who are concerned about their health

• Older = potentially have children

• With the changing of season, it’s getting warmer.

• These children would potentially want to eat ice cream to cool down, however, it is not very healthy

• These parents would be looking for a healthier alternative to ice cream

• Innocent is a known as a healthy brand, with no added sugars, only natural (fruity) sugars

• If these parents see the innocent brand, brought to them by their children who picked it off the shelf, they already have a strong brand identity

• Due to the brand loyalty, they would buy the healthy alternative for their children

• Children with parents who are concerned for their health

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03

Project concept

• Playful 

• Colourful

04

Research

Children tend to be attracted to the bright block colors of the color wheel rather than pastels or muted blends. Primary colors red, yellow and blue, and s secondary colors green, orange and purple, are more appealing than light shades of pink and beige or neutral shades of gray and brown.

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05

Earth day concept

Innocent has a stong enviromental focus

- Earth day is focused around susstainability, and enviromental protection

 

Children:

Incorperating the AH concept of planting trees- however, sees would get wet and start to grow- not the best for a liquid product

 

Original ideas:

Using the logo as Earth

Focus on leaves, bees, nature, lighting the world

 

However:

Too busy Earth day is only one day, so would need to make the illistrations focus away from Earth day

Can not change the logo

 

From here:

What does Earth day represent? -

Sustainability- this does not have to be shows in the illistrations

- Nature- what part about nature?

- Earth day is in April- april represents spring/ summer - summer and icecream

06

Ice cream concept

Children tend to be attracted to the bright block colors of the color wheel rather than pastels or muted blends. Primary colors red, yellow and blue, and s secondary colors green, orange and purple, are more appealing than light shades of pink and beige or neutral shades of gray and brown.

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07

Summer frozen yogurt

Going from the idea of icecream and summer, a healthier option, frozen yogurt, can be offered

 

Children:

- Fun flavours - Adorable spring/summer animals

 

Original ideas:

- using promotional stick out cut outs to create animals

- hard to package

- using the innocent logo as a base for animals

08

Illustration

A tree that is most represenntative of spring, is an apple tree Having a refrence of a tree and it’s branches open, I drew a tree in illistrator with the pen tool

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09

Illustration- animals

...

10

Product

Children tend to be attracted to the bright block colors of the color wheel rather than pastels or muted blends. Primary colors red, yellow and blue, and s secondary colors green, orange and purple, are more appealing than light shades of pink and beige or neutral shades of gray and brown.

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11

Final critical thoughts

- Thicker lines for the animal details- make it more recognisable/ clear

- Potentially brighter colour line for animal shapes- make it more recognisable/ clear

- Colour in the animal detail/ hide the leafs and tree- make it more recognisable/ clear - at the moment the leaves distract from the animal illistrations

- Tree and ferns not concise - not from the same biome

- Colour concisiveness - leaves are not blue, and trees are not orange

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