Innocent launches packaging by Family and Friends

Family and Friends has created carafe-style packaging for Innocent Drinks’ new not-from-concentrate juices.


The new packaging will be available in 900ml and 1.35l sizes, with new label graphics developed by B&B Studio in collaboration with Innocent’s in-house designers.

The consultancy was appointed 18 months ago after it was approached by Innocent Drinks marketing manager Thomas Delabriere, who the consultancy had worked with on previous projects.

Family and Friends were briefed to create new packaging that would move the brand away from cartons and into a PET plastic format to increase on-shelf standout, improve ease of use and be more convenient to recycle.

Family and Friends was inspired by retro-style milk and juice bottles and carafes from US brands such as Minute Maid, says Family and Friends creative partner Derek Johnston.

The design has a square base, but rotates into a circular shape with an open neck, to allow the product sit snugly in a fridge door and to be poured easily.

The large cap and solid shape has been designed to be child-friendly. Johnston says, ‘We explored a structure format that was most on-brand for Innocent. It’s a good, solid family grocery product.’

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  • peter ashworth November 30, -0001 at 12:00 am

    i find this is a retrograde step in that it gives the feeling of PLASTIC packaging

    whereas the “paper” carton gave one of ecological concern

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