Looking at examples of Innocent brand packaging (images sourced through various links, as shown below, from Google Images) and how it may influence consumers and buyers with it's design, branding and overall visual appeal- and how this may encourage sustainable, healthy living.
Originally established as a smoothie-producing brand, Innocent distributed their smoothies in singular portion bottles as well as multiple-serving tetra- pak cartons (as featured below)- despite the obvious scale differences, both the bottle and the cartons provided space in the packaging design for nutritional information as well as the fun, playful humor of which Innocent have become famous for.
Throughout the branding of the packaging design, logos, typefaces and colour palettes are kept reasonably consistent to retain a level of consumer familiarity- again, like many companies within the food and beverage industry, changing colours within product families to signify ingredients or flavours- as shown with the examples of the smoothie bottle labels (above).
Examples of the printed media found on the smoothie
drinks cartons- often brightly coloured, with distinctive character
design in order to entertain children, or younger audiences, as well as
witty humour for perhaps a slightly older audience- ensuring that the
playfulness of the brand transcends gender and age ranges.
The content on the packaging design for the brand is regularly alternated to ensure that the consumer is kept entertained, and, therefore, finding even more reasons to return to the brand when at the shop or their local supermarket.
Developing on from their line of smoothies, Innocent went on to expand their range of products- with lines such as orange and apple juice as well as "veg pots" which boast to contain "2 of your 5 a day". In terms of packaging design, the structure of the packaging itself with the Innocent range is reasonably conventional- not only keeping costs down in manufacturing for the company, but also being easier to send to retailers (and store on the shelves with existing brands with familiar shape packaging), but also having the familiarity not to alienate retailers existing consumers- therefore making them comfortable with testing the brand's products.
In the case of the Innocent range, it's the labels themselves which make the products unique- in a friendly, playful and brightly coloured design which "jumps out off the shelf" as well as promoting the health benefits they strive for as a brand.
Inside packaging for the veg pots label- here, showing the economy of the brand, utilising both sides of the label for maximum information to the consumer.
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