innocent, the UK’s leading fruit drink brand, has revealed a refreshed packaging identity in collaboration with independent branding agency Derek&Eric and strategist Silas Amos.

The new design simplifies and strengthens the brand’s visual system, reclaiming its iconic heritage and restoring standout shelf presence with a bold return to its roots. The work is rolling out nationwide, unifying the brand under one cohesive and confident design system.

Since launching in 1999, innocent has become a household name through great taste, playful personality, and an unwavering mission to do good. As the portfolio expanded, the visual identity naturally evolved – but over time, some of its original clarity and impact began to fade.

The challenge: how can design help innocent reclaim its original confidence, while future-proofing the brand?

The change was led by innocent’s in-house creative and brand teams, in close partnership with Derek&Eric and strategist Silas Amos. The team defined a system built around a single, distinctive idea — to elevate its logo “the dude” as the beacon of goodness. Redrawn with confidence and care, the refreshed dude now stands front and centre, locking up seamlessly with a newly arched and softened wordmark.

Surrounding him, every element was reconsidered. Typography, colour, illustration, and photography were stripped back and reassembled into a simple, flexible system that brings consistency across the growing product range, without losing the brand’s charm or accessibility.

To further innocent’s purpose of making it easier to live well through the delicious goodness of fruit and veg, the streamlined design system has been crafted to stand out on shelves and help shoppers navigate its portfolio with ease.

Creative strategist Silas Amos helped shape the brief and sharpen the strategic narrative, with the design development including craft expert Rob Clarke and illustrator Laura Silveira, who worked closely with the team to ensure every detail was refined with precision and purpose.

“innocent has always stood out. Now the dude is back, looking bolder than ever, and our new designs make it easier for people to find what they need,” said Finlay Hogg, Creative Lead at innocent Drinks. “What’s exciting for me is how we brought this to life – working with a group of incredibly talented creatives in a new, collaborative way.”

“We wanted to give the dude the role he’s always deserved — as the true beacon of the brand,” said Alex Stewart, Creative Partner at Derek&Eric. “From there, we built a system that’s both simple and distinctive — able to grow with innocent, while staying unmistakably innocent.”

The new designs can be found on innocent Drinks products across supermarkets and retailers nationwide.