Innocent Drinks - This Water

innocent is known for its dedication to nothing but fruit. As a result its Innocent Juicy Water always felt a little out of place in its fruit-focused chiller cabinet - deliciously refreshing, yet not quite part of the family.

Innocent Drinks – This Water

Brand Identity costs under £100,000Pearlfisher

EXECUTIVE SUMMARY

Innocent is obsessed with fruit. In fact, it is known for its dedication to nothing but nothing but fruit1. And as a result its Innocent Juicy Water always felt a little out of place in its fruit-focused chiller cabinet – deliciously refreshing, yet not quite part of the family.

So in 2006, Innocent put together a team to rebrand Juicy Water, creating a new stand-alone water in its place. It challenged Pearlfisher to develop a new expression of the brand that would allow other potential...

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