Innocent
Giving Innocent’s health shot a sustainable product identity
Health shots. They were everywhere – except in juice giant, Innocent’s, portfolio. As it began to lose its market position to cheaper lookalikes and wannabes, Innocent prepared to launch a new healthy shot drink that would squeeze the competition’s share.
As a B Corp, Innocent's commitment to people and planet meant that its mini packaging had to fulfil several sustainability criteria and not be so small that the bottles get lost in the recycling process.
Consumers bought these products because they wanted a quick way to feel better. With such a limited canvas for attracting attention, we needed to highlight the product benefits instantly while making them recognisably Innocent.
‘Mighty Minis’ brings the effect and intensity of the juice shots to life, where competitors’ messaging focuses on the ingredients. And because of the huge amount of equity in the ‘dude’ brand mark, the bottles don’t even need to include the Innocent name.
Mighty Minis juice shots might be small, but the design shouts about massive flavour punch, and fast, feel good effects. The final, fully recyclable bottle uses one of eight feasible structural designs created in collaboration with brand and volumetric specialists, and Innocent stands out by changing up the sustainability game in the health drinks market.
The result is a vibrant, eclectic collection that is every inch a natural extension of the iconic Innocent brand: making a little health shot a very big deal.
“We pushed Continuous to come up with something that stands out and they came back with a great solution, providing lots of stand out for such a little bottle. Their creative thinking and innovative ways of working have ensured that the design was not impacted due to the bottle constraints.”
Innocent
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When uncertainty and shifting expectations are the new normal, brands no longer need radical transformation. What’s needed is long-term thinking and the ability to adapt quickly.
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