Innocent have always been known as an exciting and innovative brand. Bright, friendly and simple, the packaging of their food and drinks, as well as the lifestyle that it promotes, attracts the audience easily. Their feel good packaging even made it’s way into my A Level English Language exam, where we had to write an hour-long essay on the design… so it must be pretty good.
Targeting many different audiences through their different product ranges, Innocent have recently redesigned the cartons for their Smoothies for Kids range along with the help of design agency New Future Graphic. The new designs feature 12 activities where you can re-use the cartons, including turning the packaging into a bird feeder, or a false nose.
Not only does the product now become more enticing to children, who may need a bit of encouraging to drink a ‘healthy’ smoothie, but it also shows how even an old drinks carton can be recycled into something fun and different. I really liked the designs, and feel that New Future Graphic have managed to capture the essence and style of the brand perfectly.
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