Innocent look by Coley Porter Bell

Natural fruit drinks company Innocent is working with Coley Porter Bell to refresh its three-anda-half-year-old packaging and marketing material and create a new product range.

All the work is set to be unveiled in early April. The consultancy is collaborating with Innocent’s in-house team, which to date has created most of Innocent’s packaging, to look at the design of new products, existing labels and graphics and in-store promotional work.

Details of new products are under wraps at present, but Innocent founding partner Richard Reed says they will be ‘healthy fruit versions of existing drinks categories’. The company currently produces smoothies and ‘thickies’.

Innocent was keen to get an outside perspective on its products, Reed says. ‘Coley Porter Bell has been appointed to tighten up our packaging design and will be working with our own in-house designers. Packaging is incredibly important to us,’ he adds.

Innocent has become known for its back-to-basics packaging, originally developed with Turner Duckworth, which features humorous copy and pastel shades. It has recently increased its distribution to include Sainsbury’s and Waitrose nationwide, Reed says.

Coley Porter Bell was one of three groups to present credentials to Innocent. Reed declined to name the others involved.

Meanwhile, Coley Porter Bell has been appointed by GlaxoSmithKline to redesign the identity and packaging for its Oxy skincare range.

The appointment follows news that Clearasil is introducing a range of skincare products, Clearasil Total Control, by Design Bridge (News, DW 13 February).

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