“Innocent Drinks are launching a new range of juices in PET carafes designed by packaging agency Family (and friends), with all new label graphics developed by the in-house innocent studio.
Innocent believes that the new carafes will have greater standout in the chilled juice aisle, that they will be easier for UK consumers to use and convenient to recycle.”
“Alex and Derek, Creative Partners at F&f said “The structural design for the carafe builds on innocent’s strong sense of fun and familiar style.” “The design has been developed to maximize ease of pour, fitting snuggly into the door of most family fridges and creating new news instore.”
Thomas Delabriere, Marketing Director, innocent drinks quotes, “We were looking for a breakthrough new pack design that could give a great experience for our juice drinkers.
Also, it was critical that we developed a pack design that stood out on shelf and made it easy for shoppers to find our new juice in-store.
And of course we wanted to bring the simple and charming values of the innocent brand to life. Combined with our high expectations for sustainability and supply chain efficiency, this meant our juice packaging brief was a bit of a tough one to crack.
The Family & Friends team approached the challenge with passion and tenacity. They were responsive to our needs and worked with us very closely from concept to execution to ensure our vision was achieved. We are delighted that the carafe looks so great in store and we know our drinkers will love sharing it around their breakfast table too.”
Innocent will be supporting the launch with a significant investment in both ATL media and in-store marketing.”
– Source: TheDieline.com