{"id":13075,"date":"2025-08-01T15:29:28","date_gmt":"2025-08-01T08:29:28","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/derekeric-heroes-the-dude-logo-for-innocents-brand-refresh\/"},"modified":"2025-08-01T15:29:28","modified_gmt":"2025-08-01T08:29:28","slug":"derekeric-heroes-the-dude-logo-for-innocents-brand-refresh","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/derekeric-heroes-the-dude-logo-for-innocents-brand-refresh\/","title":{"rendered":"Derek&Eric heroes \u201cthe dude\u201d logo for innocent\u2019s brand refresh"},"content":{"rendered":"

innocent drinks has rolled out a simplified new visual identity by Derek&Eric<\/a>.<\/p>\n

The company, which launched in 1999 and was bought by Coca-Cola in 2013, felt its branding had become fragmented across its range, which includes smoothies, juices, wellness shots and coconut water.<\/p>\n

innocent ran a pitching process a couple of years ago for the project, and chose \u201cone of the big-name agencies,\u201d which it declined to name.<\/p>\n

But after a few months, the brand decided to pause that partnership because they felt \u201cit wasn\u2019t really working,\u201d according to innocent creative lead, Finlay Hogg. They approached strategist Silas Amos<\/a> to take on the work \u2013 whom Hogg describes as having \u201ca unique ability to speak marketing and design\u201d \u2013 and Amos bought in Derek&Eric to work on the designs.<\/p>\n

The challenge, Hogg says, was to simplify a brand architecture and design approach that had become complicated and confused over time.<\/p>\n

\u201cOver the years we\u2019ve launched loads of new recipes,\u201d he says. \u201cWe tried to do everything the right way, but we could have paid a bit more attention to how everything worked together. Everything followed a different design system, and we lost the look of a market leader.\u201d<\/p>\n

This made it difficult, he explains, for both existing and new customers to \u201cnavigate\u201d the range of innocent\u2019s offerings. And Alex Stewart, creative partner at Derek&Eric says this diminished the so-called halo effect, \u201cone drink leading to another, and that overall brand impact.\u201d<\/p>\n

Stewart says the aim of the new work was to \u201csimplify and rationalise\u201d the design system across the different products. The challenge then was to ensure every design decision reflected this key strategic aim.<\/p>\n

\u201cWe were holding ourselves up to that at every single stage of the process,\u201d he says. \u201cThere were times where we were going, \u2018Oh, but for this range, maybe we do need to be a bit different.\u2019 And every time we had to look at ourselves and say no, we\u2019re going to keep strong to our principles.\u201d<\/p>\n

The new innocent drinks branding, by Derek&Eric and Silas Amos<\/p>\n

This fed into what Stewart calls \u201ca responsible brand refresh.\u201d<\/p>\n

\u201cThis brand has a strong history, and it\u2019s loved,\u201d he explains. \u201cIt didn\u2019t need any whizzbang \u2013 it just needed to be uplifted. So how could we pull every element back to be as simple, clean, clear, and beautifully crafted as possible? We wanted the minimum possible number of elements to tell the maximum possible story.\u201d<\/p>\n

At the heart of Amos\u2019 strategy was \u201dthe dude\u201d \u2013 the internal name for the innocent logo. The new designs place the logo front and centre, \u201cto really let him sing,\u201d as Stewart puts it.<\/p>\n

\u201cLooking back at the logo, I think it was a bit broken,\u201d Hogg explains. \u201cThe softness was missing and the craft just wasn\u2019t there \u2013 it didn\u2019t feel locked up.\u201d<\/p>\n

Stewart agrees. \u201cIt was a product of its time \u2013 it felt like it was drawn in 1999. Which is no shade on the original designers, but it launched on one or two products. Over time, as you add more levels and brand architecture, and communication, the logo got smaller and smaller.\u201d<\/p>\n

The fact it was created as an italic also caused problems. \u201cIf you put something above it, it looked wonky. If you put something below it, it looked offset.\u201d<\/p>\n

The new innocent drinks logo, by Derek&Eric and Silas Amos<\/p>\n

The team worked with typographer Rob Clarke<\/a> and illustrator Laura Silveria<\/a> to refine the core visual assets, including the logo and a new arched wordmark. Clarke worked on \u201chundreds of iterations\u201d to find a look that worked for everyone.<\/p>\n

\u201cThose handcrafted elements made it more expressive without changing its core essence,\u201d Hogg says. \u201cIt brought that confidence back. We described it like a piece of fruit sitting in a fruit bowl \u2013 it needed that plumpness that makes you want to pick it.\u201d<\/p>\n

Clarke also worked on a new hand-drawn typeface, innocent hand<\/em>, and tweaked the custom typeface he had previously created for the brand, innocent sans<\/em>.<\/p>\n

The new innocent hand typeface, designed by Rob Clarke<\/p>\n

\u201cIt was all hand-painted, scanned and crafted,\u201d Hogg says. \u201cWe focused on every single element, because there were going to be minimal assets on every pack.\u201d<\/p>\n

For the colour palette, Stewart and his team delved into the archives to revive some \u201cgreatest hits\u201d from the products\u2019 past, and they were drawn in particular to warmer light-coloured pastels which had been replaced by a colder white in recent years.<\/p>\n

One of the biggest challenges, Stewart says, was to create the right design system for the back of pack, which had to balance nutrition and ingredients information with the storytelling and lively copy that innocent is renowned for.<\/p>\n

He says the team spent days trying to figure out a solution, until one designer suggested using a simple horizontal line to divide the different types of copy.<\/p>\n

\u201cAcross the project, the hardest thing was finding the simplest solution in every given scenario,\u201d Stewart laughs.<\/p>\n

\n
\nhttps:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/07\/6-DE_LND41_S1R7_CN_InnocentCaseStudy_Layflat_Wide.mp4<\/a>\n<\/div>\n

And the simplicity of that approach helped Hogg and his team roll out the changes, across international markets, with different suppliers.<\/p>\n

\u201cThere was a lot of complexity,\u201d Hogg explains. \u201cWe have a lot of different print partners, with different cutters, and different production methods. And we had to make sure the labels all look the same.\u201d The flexibility of the new design system was useful when labels needed to be redone, as legislation changed in different countries, for example.<\/p>\n

He says the innocent team \u201ccouldn\u2019t be happier\u201d with the new identity, and that it\u2019s made internal work much clearer, given the parameters they are now being asked to work to.<\/p>\n

And on a recent trip to Germany, Stewart was thrilled to see the new-look bottles on the shelves.<\/p>\n

\u201cIt was brilliant to see it functioning in a different market, in a different language, and surrounded by other brands that we don\u2019t have in the UK,\u201d he says. \u201cI was proud that it was still so prominent.\u201d<\/p>\n

The new innocent drinks branding, by Derek&Eric and Silas Amos
\nThe redrawn innocent sans typeface
\nThe new innocent drinks branding, by Derek&Eric and Silas Amos<\/p>\n

\u00a0<\/p>\n

https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/07\/3-DE_LND41_S1R7_CN_InnocentCaseStudy_Ingredients_Wide-1.mp4<\/a><\/div>\n
\nWhat to read next: <\/strong>Dog wash brand mud embraces mess and muck with reactive identity<\/a> | BrandOpus creates new brand and packaging for Alpen<\/a> | How NU Creative took Kokebi coffee from a B2B to D2C brand<\/a> | Too Gallus redefines Skintruth beauty products through complex rebrand<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

innocent drinks has rolled out a simplified new visual identity by Derek&Eric. The company, which launched in 1999 and was bought by Coca-Cola in 2013, felt its branding had become fragmented across its range, which … <\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[145],"tags":[],"yoast_head":"\nDerek&Eric heroes \u201cthe dude\u201d logo for innocent\u2019s brand refresh - Blog TSK<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cstc.vn\/blogtsk\/derekeric-heroes-the-dude-logo-for-innocents-brand-refresh\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Derek&Eric heroes \u201cthe dude\u201d logo for innocent\u2019s brand refresh - Blog TSK\" \/>\n<meta property=\"og:description\" content=\"innocent drinks has rolled out a simplified new visual identity by Derek&Eric. 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