Innocent Drinks

Watch the case study below.

Meeting my creation

The main difference to the big innocent brand and their kids 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

The packaging is the main channel for innocent. Each pack has a different game or activity hosted by one of the 6 characters. Each activity suited that characters personality and like the website you always had another character commenting on the action. This project was all about the discovering the little things. Each pack had a unique swapsie value, recycling message, shake message, straw message and more. The energy and fun is in the detail. It was also the place I got to hone the brand look just for Kids.

The details

The website

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. Because of tight budgets I did the web plan, then wrote, designed, illustrated and animated tons of content that fills the site.

View innocent kids website

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.

The games

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.