Innocent Drinks penetrated a new market segment in 2017 with the launch of their premium range of dairy-free milks. This was a huge opportunity for the business to expand their product portfolio and tap in to a growing market for dairy alternatives 

It was imperative to launch with a proposition that adhered to recognisable category cues, while presenting the range as a standout offering in the market - a simple, natural dairy free milk containing only 4 ingredients. True to the innocent brand with no sugar, stabilisers or nasty stuff. 

I was the sole designer on this NPD project. In collaboration with the product team and stakeholders across the business, I led the design process from its earliest conception, exploring and testing various bottle formats and design iterations; right through to the final execution of every hand drawn detail on pack. 

Using a structured, typographic design on the front of pack, I was able to achieve a paired-back aesthetic, while communicating several tiers of information about the product. All of the lettering was drawn by hand, in a style which lends itself to the charming, conversational tone that the brand is known for.

With dairy alternatives being a new category for innocent and a fairly recent trend in the UK, it was important for the packaging to clearly explain what the product is and how to use it. The uses and occasions are illustrated on the back of pack in a playful layout with a simple colour palette for each recipe.