The Family (and friends) studio has designed PET carafes for a new range of Innocent Drinks’ ‘not-from-concentrate’ juices, with all new label graphics developed by B&B Studio London. The range will include orange, in ‘with bits’ and ‘smooth’ both available in 900ml and 1.35L sizes and a debut an apple juice recipe in a 900ml size. Its smoothies will remain in cartons.

The proper integration of packaging structure and graphics works together to make a total brand experience for the consumer. Innocent believes that the new carafes will have greater standout in the chilled juice aisle, that they will be easier for UK consumers to use and convenient to recycle.

Alex Durbridge, co-founder and creative partner, F&f, explains, “The structural design for the carafe builds on innocent’s strong sense of fun and familiar style—the design has been developed to maximize ease of pour, fitting snuggly into the door of most family fridges and creating new news in-store.”

Thomas Delabriere, Marketing Director, Innocent Drinks quotes, «We were looking for a breakthrough new pack design that could give a great experience for our juice drinkers. It was critical that we developed a pack design that stood out on shelf and made it easy for shoppers to find our new juice in-store.”