Innocent Drinks is a UK based company producing and selling smoothies (thick beverage made out of fruits and milk) in many European countries. For my part, I enjoy their smoothies, but it’s rather their visual identity that I appreciate the most. Their logo is a good example of simple and effective design. The hand drawn mark is original, memorable, and can be easily reproduced in various colors and backgrounds. It is oozing with innocence and fits perfectly with the brand name. The typography adds a faint serious tone to the visual identity without appearing inconsistent or contradictory.

What I find particularly appealing in Innocent branding is their packaging design. Soft drinks in general, juices and smoothies in particular, tend to come in exceedingly vibrant and colorful packages plagued with fruit illustrations and whatnot, ranging from the acceptable to the mediocre. Innocent understood that an abundant color palette is not a prerequisite to achieve good design.

Verdict: Solid concept, good execution, tasty smoothies, life’s good.
Lesson to learn: Good design is simple.

PS: Today I had a Pineapple, banana and coconut smoothie (link).