Pearlfisher London has re-designed innocent’s on-the-go juice range, completing the picture of innocent as the entrepreneurial leaders in juice. Work spans creative strategy, graphic and structural packaging design.
innocent’s latest in-home juice carafe proposition has been a great success and the iconic brand wanted to emulate this in the on-the-go (OTG) category, making the carafe proposition relevant for the more active, transient world of OTG drinks. Pearlfisher’s challenge was to use design to inject these quiet little on-the-go bottles with challenger spirit that disrupts, creates irresistible desire and explodes their sales potential.
Mike Beauchamp, Pearlfisher 3D Design Director, commented, “The OTG drinks category is dominated by me-too juice, fizzy drinks and water brands all fighting for the same shelf space and consumer attention. Our challenge was to create a structural design that completes the innocent juice family in a beautiful mini-carafe form and disrupts the competitive OTG category. The new structure – which comes in the form of a modern ‘carafette’ – is fresh, confident and immediate, creating a positive category story for retailers as well as providing a new consumer experience.
