fruity

innocent make badass smoothies, but also, their company branding is really what i like. it fits their image and is very, laid back, natural, friendly and feels more 'home-made' than corporate. i think that the use of rounded fonts, simple illustrations and a colour palette inspired by the colours of the smoothies and their ingredients, coupled with the off-white backgrounds (as oppose to the standard pure white) helps them achieve this.

what most caught my attention though is the campaign they run at winter called 'the big knit'. it is done in co-operation with the charity age concern, to help older people with hot meals, blankets and keep warm in the winter. a noble cause but from an advertising point of view, innocent have spinned this very well. as you can see in the photos, during winter time innocent put little bobby hats on the tops of their bottles and run interactive bits and bobs alongside this to get people involved, like 'hat of the week' and a group on flickr devoted to people's photos of the hats.

though their smoothies are a little spenno, it seems other companies could benefit from taking a few leaves out of innocent's book. check them out here.