The British company Innocent Drinks, founded by Cambridge graduates in the late 1990s, has introduced a new visual identity. This is the first update to the brand’s symbol in over a decade.
The company’s story began with an experiment at a music festival, where the founders sold smoothies and asked customers to vote with empty bottles on whether they should continue selling them. The majority voted “yes,” and so the brand was born, which today has become the leader of the European market for natural juices and smoothies.
The previous logo, called The Dude, was designed by David Strick of the studio Deepend. It depicted a schematic face with a halo, drawn by hand, and was paired with the Century Gothic typeface. The font conveyed a sense of simplicity and naturalness, but over time, the lines came to feel too casual, and the typeface became outdated.
The new design was created by the agency Derek&Eric in collaboration with typographer Rob Clark and illustrator Laura Silveira. The symbol has retained its recognizable image but has been reworked. The face is now rendered in green, and the halo in light green. The changes highlight the brand’s commitment to natural ingredients and environmental responsibility.
For the text portion, a custom typeface called Innocent Sans was developed. Rounded forms and lightness characterize it, though it sparked debate: some critics noted similarities with Comic Sans. Certain letters, such as “p,” “k,” and “y,” appear distinctive and work well alongside illustrations on packaging.
Additionally, a handwritten font, Innocent Hand, was introduced for slogans and flavor names. Its fluidity resembles handwriting, making communication more personal and intimate.
The packaging was also redesigned. Previously, the logo and product names competed with each other, creating visual clutter. Now the structure is more consistent: the logo, fruit illustrations, and text form a unified composition. Navigation has been simplified, and the packaging has become more attractive on the shelf.
The color system is brighter, and the fruit illustrations have gained a clearer artistic look. They highlight flavor variety and strengthen the brand’s identity in relation to competitors.
Although the new look has sparked debate among fans of the old style, the update has allowed the company to reassert its place in the market. Innocent Drinks remains associated with naturalness and positivity, but its visual language now better aligns with the demands of modern communication and the digital environment.