At the moment I'm tackling a brief set by Good Creative, a Glasgow based design company to rebrand and repackage all natural drinks company Kate's Fruit Potions.
During the research stage every road I went down while looking at; all natural products, healthy juice, exemplar packaging ideas etc, lead straight to Innocent. Innocent have been a roaring success since their creation in 1998 and dominate the british smoothie market as well as branching out into wider product ranges.
For Kate's Fruit Potions we are to promote a drink that has a personal feel as it was created by a mother who wanted a genuinely healthy drink for her son's packed lunch box. I have been weighing up the current healthy drinks and finally tried an Innocent smoothy for the first time... Annoyingly not only is it incredibly tasty but it also has the most simple and effective packaging and branding. The logo is consistant through all their ranges, and the little quirky comments that the have on their bottles could easily had been hand written by an independent juice vendor with a little too much spare time on his hands. Even the apparent natural colours of the smoothies give the bottles' their vibrent eye catching colours so the bottles are consistently the same no matter what.
Little touches make all the difference in such a competitive market so I think I may have to take a whole bushell of leaves out of Innocent's book to make my packaging such a success.
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