The main difference to the big innocent brand is that kids don’t look at life with rose tinted glasses. They want to roll around in it. The important thing was to speak to kids on their level. For Innocent Kids I got to create a great integrated campaign which is something I love doing.

The packaging is the main channel for innocent. I enjoyed defacing the brand with doodles. Another part of this attitude is the detail, plenty of it that constantly changes. Each pack has a different activity, a unique swapsie value, recycling message and more.

This wall chart was given to schools. Kids could draw their fruit and veg intake in the intestines. There is a place for food to go in and a smelly end where food comes out.

Here’s what the kids got up to. The hamster house was a simple recycling message I put on the box!

www.innocentkids.co.uk

We made the website even more chaotic. The characters interrupt each other with activities, tricks, facts and they get bored if not played with. So the more you play, the more and more content you find.

Click on any fruit to find out more about that fruit. When a character interrupts, follow them to learn how to make Papier Maché or the best paper aeroplance ever.

It is so full you’d never see it all in one visit. I guarantee you’ll never see it all (The site map is as manic as the site) The Poo Safari is still the all time favourite.

Because of tight budgets I wrote, planned the action, illustrated and animated tons of content that fills the site.