Amazing Adobe Creative Cloud deal is still going! Turns out we like our institutions old fashioned and very British. It is the process that is widely used for identifying the financial weaknesses and strengths of the corporations, this can be done by building the relationship between items of the profit & loss account and balance sheet. That's why we're on a mission to be carbon neutral by 2030 (if not before), give 10% of our profits to charity and pack our drinks full of the good stuff from Mother Nature. MAKE IT SIMPLE. Take, for example, their 2019 release of a blue drink. Here we take a look at innocent Drinks, a food and beverage company. In line with the brand name, the logo puts across the perception of ‘innocence’, by using a piece of fruit with a halo above it. However, instead of announcing it with corporate speak and a press release, the manager embraced the brand account’s sassy tone and tweeted the announcement along with an explanation why it was late for Recycling Week: Please don't tell our boss. In a little over a decade, Innocent Drinks have grown from being a start-up staffed by three Cambridge University graduates, to a multi-million pound business selling millions of smoothies and healthy food products every week. • Inform like Revolut. You don’t have to wade very far into the shallow end of the internet to encounter blog posts about when a rebrand goes wrong. For each behatted bottle they sold, they donated 25p to Age UK to help older people during the winter months. Your email address will not be published. VAT Registration No GB 215 0973 23. So, using razor-sharp postmodern irony, they rebranded their products in a way that is fun and which, importantly, flatters their customers by crediting them with enough intelligence to understand what is really going on.That’s standard operating procedure on Innocent Drinks’ social media feeds – pop over there and join in the fun. In 2010, GAP spent no less than $100 million on its rebrand, replacing its very-90s, but very-recognisable logo with a bland, uninspiring new logo which they withdrew after just six days. After the distraction of all those comedy options, the finished version (below) can't help looking a little, well, safe. Started by three quirky Cambridge University graduates who first sold smoothies at a music festival, Innocent Drinks is an example of a successful branding strategy. Thank you for signing up to Creative Bloq. Which brings us to 2020 and Innocent Drinks’ recent rebrand. More label redesigns than we know what to do with.And just three months later than we originally planned. In a tongue-in-cheek video posted on Twitter, the brand shows several unused options for the rebrand of its Super Smoothie range packaging (maybe the team should have looked at our stand out examples of packaging design for … © They even pinned the tweet to make it more visible. Registered Office: 3rd Floor, Telegraph House, 80 Cleethorpe Road, DN31 3EF. It's certainly safe from our list of the most hated redesigns, which is more than we can say for TGI Fridays' new look. The Cookies information we collect does not directly identify you as such and is in place to ensure we can provide you with a more personalised innocent experience. When you purchase through links on our site, we may earn an affiliate commission. VAT Registration No GB 215 0973 23. DESIGN AND MARKETING CAN BE COMPLICATED. Brand: Innocent Drinks. It's fair to say that Innocent's work-in-progress versions are pretty dire, which is, of course, the joke. Innocent Drinks rebrand: How can something so wrong be so right? One of the pioneering ways they managed to combine their passion for involving their customers and their mission to do good – was the Innocent Big Knit – in which they asked people to knit small hats to put on their smoothie bottles. The designs were, it’s fair to say, lame. Unfortunately, this opened the floodgates to graphic designers’ wicked sense of humour and the quick reinstatement of the old logo.Which brings us to 2020 and Innocent Drinks’ recent rebrand. As they make clear, here, they’ve donated a total in excess of £14 million to that end. This campaign beautifully parodies the embarrassing and unconvincing celebrity-led campaigns that lazy marketing companies have been selling to their clients for decades. Brands need to adjust . In order to make this happen, they’d clearly given their design team carte blanche to exorcise all their demons, by putting together the worst, most garish and inappropriate designs of their careers. Unsurprisingly, Innocent Drinks had already achieved several key milestones before its CSR refocus. the font has more fans than you might think, Milton Glaser's unseen final logo could be his best ever, YouTube is getting a new logo every week this month – here's why, This viral photo editing hack is lighting up TikTok, iPad model list: Your complete guide to the different iPads, The best laptops for graphic design in 2021, The best tablets with a stylus pen for drawing and note-taking in 2021, These Apple Watch 6 and SE deals are the best we've seen, This genius Illustrator trick will make your typography pop, Apple's iPhone 13 design just leaked (with an unwelcome surprise), Apple's new iPad mini could be the tablet we've been waiting for. A perfect example of this is the post-millennial rebrand of  The Royal Mail as ‘Consignia’. It all began on the 11th of March with social media posts introducing their followers to the rebrand of their bottle labels. The three were friends at St John's College, Cambridge. However, they are mostly used to ensure that our innocent website works in a way that you as a user would expect and want it to. More text than before. As rebrands go, we'd say Innocent's effort, while not hugely exciting, is a serviceable success – and it scores bonus points for the hilarious accompanying video. More vitamins than before.”. This was a brilliant way of ensuring that everyone got the message that, no matter what was going on outside the bottle, there were more vitamins inside.In order to make this happen, they’d clearly given their design team carte blanche to exorcise all their demons, by putting together the worst, most garish and inappropriate designs of their careers. All rights reserved. ;-). They also understand that those tactics work. Coca-Cola has increased its stake in Innocent Drinks to almost 100 per cent, in a move that will fuel further innovation and international expansion.Original founders Richard Reed, Adam Balon and Jon Wright stepping back from the day to day running of the business but will remain on Innocent’s executive committee. They cleverly decided to parody the way brands use arbitrary celebrity endorsements to create the illusion of validity for their products. That’s standard operating procedure on Innocent Drinks’ social media feeds – pop over there and join in the fun. Innocent Drinks is a company which has always valued the input of its customers. Innocent understands that people are savvy to the tactics marketers have been using for decades. This was a brilliant way of ensuring that everyone got the message that, no matter what was going on outside the bottle, there were more vitamins inside. And that completely made sense on paper." March 18, 2020 Innocent’s social media team is back at it again, with their genius PR stunts. As a Brand Manager, reaching out to your favourite brands is scary. Please refresh the page and try again. Future Publishing Limited Quay House, The Ambury, One of the pioneering ways they managed to combine their passion for involving their customers and their mission to do good – was the Innocent Big Knit – in which they asked people to knit small hats to put on their smoothie bottles. We have re-re-re-re-re-re-re-re-re-re-re-rebranded our super smoothies. This amazing Adobe Creative Cloud deal ends tomorrow! A little while ago we started re-re-re-re-re-re-rebranding our super smoothies. In 2010, GAP spent no less than $100 million on its rebrand, replacing its very-90s, but very-recognisable logo with a bland, uninspiring new logo which they withdrew after just six days. The Cookies information we collect does not directly identify you as such and is in place to ensure we can provide you with a more personalised innocent experience. Less fun labels. The new new labels are less fun than the old new labels but still more fun than the old old labels. Take, for example, their 2019 release of a blue drink. constitutes a trademark, Innocent, is identification to the brand and instantly portrays a positive image. Please deactivate your ad blocker in order to see our subscription offer, One of Innocent Drinks' joke rebrand attempts, One of Innocent's supposed rebrand attempts, The new colourful packaging (right) certainly looks more innocent, The latest Google logo is here (and only 10 years late). My favourite response came when they summed the whole campaign up with a video (which you can see, below); someone commented that they needed more Comic Sans, to which their reply was: [screams], [immediately regrets throwing laptop out of window], innocent super smoothies: The Final Re-Re-Re-Re-Re-Re-Re-Re-Re-Rebrand More vitamins than you can shake a stick at. Mission: ‘Tastes Good, Does Good’ Then, and this was the stroke of genius, within the hour, they put out a second post saying they’d received such negative feedback that they’d changed the rebrand: ATTENTION EVERYONE. Apparently, the short-lived rebrand cost the taxpayer £2 million and cost John Roberts, the SEO of Royal Mail, his job, before being consignia’d to the dustbin of history. MAKE IT PROFITABLE. They cleverly decided to parody the way brands use arbitrary celebrity endorsements to create the illusion of validity for their products. To help you get back to business we’ve got another load of FREE STOCK to give away. YOU ROCK. And that completely made sense on paper." England and Wales company registration number 2008885. Everything else changed, but that key phrase didn’t. My favourite response came when they summed the whole campaign up with a video (which you can see, below); someone commented that they needed more Comic Sans, to which their reply was: That, ladies and gents, is how you do a rebrand and an anti-rebrand at the same time. marketing@cmagency.co.uk, © Copyright 2014 – 2019   |   The Content Marketing Agency Limited is a company registered in England. See more ideas about made, how to wear, lovely. innocent – 100% pure fruit smoothies, orange juice, kids smoothies and tasty veg pots. Coca-Cola first announced it was to take a near 100 per cent stake in Innocent Drinks a year ago to the day tomorrow (22 February). It also depicts a humorous email back-and-forth with the marketing team, which will be familiar to any graphic designer. CALLING ALL PEOPLE WHO RUN BAKERIES, COFFEE SHOPS, SANDWICH SHOPS, CAFES AND VARIOUS OTHER FOOD AND DRINK DISPENSARIES We know it’s been a tough time for you lot. Needless to say, the response was overwhelming ‘yes’. The designs were, it’s fair to say, lame. That said, the splash of colour feels decidedly more on-brand than the previous, bizarrely grungy black aesthetic. While Innocent’s designs continued to receive a bashing, followers were delighted their opinions were being considered. With such whimsical content, you have to wonder if they have a strategy at all. Creative Bloq is part of Future plc, an international media group and leading digital publisher. Visit the post for more. image caption Innocent has expanded its range to fizzy soft drinks "He said we were a dreadful investment opportunity, and he wouldn't touch us. WE ROCK. — innocent drinks (@innocent) June 29, 2020 Even though there are differences between a rebrand and brand evolution—the idea is the same. But, when the campaign was launched, their social media teams were on the ball (as, to be fair, they usually are) with witty replies to the comments they received. It also demonstrates that Duncan from Blue has a sense of humour about himself!So, for a company with this much marketing nous, it was no surprise that they were not going to produce a textbook rebrand. Industry: Food & Beverage. Press Release: Innocent Drinks : Global Smoothies Market Increasing Demands At CAGR of 7.1% Between 2016-2020 About the Smoothies Market The global smoothies market is growing at a steady rate and is likely to grow at the same rate during the forecast period as well. 2019   |   The Content Marketing Agency Limited is a company registered in England. This put them on a trajectory of ten rebrands in as many hours, each one seemingly more desperate than the one before:“Guess what? “The drink is blue,” they thought, “so, let’s get someone from that boy band, Blue.”. You are about to make the greatest decision of your professional life! In 2004, they set up The Innocent Foundation, which – even though the company is now 90% owned by Coca-Cola – still sees 10% of its profits go to charities combating hunger. Apparently, the short-lived rebrand cost the taxpayer £2 million and cost John Roberts, the SEO of Royal Mail, his job, before being consignia’d to the dustbin of history.Slightly more recently, the American clothing chain GAP successfully managed to spend far more for far less. Innocent Drinks’ social media manager recently announced new product packaging that fits recycling requirements. They asked customers to put their empty bottles in ‘Yes / No’ bins – Yes, they should give up their day jobs and do this full time, or no they shouldn’t. On-Brand than the previous, bizarrely grungy black aesthetic can shake a stick at but still more than... Perfect example of this is the post-millennial rebrand of their bottle labels 2019! 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