UK’s leading fruit drink brand innocent has revealed a refreshed packaging identity in collaboration with Derek&Eric and Silas Amos

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.

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.

For more information on the design, visit Derek&Erik's website or follow them on Instagram .

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