Client: Innocent Drinks
Concept and art direction
A show-stopping campaign was needed to make a splash for the launch of innocent super juice - a new range of natural fruit juices with an extra boost of vitamins.
The challenge was to create an impactful campaign that would instantly convey the energising benefit of the product - the “super”, whilst ensuring that the product is at the top of the visual hierarchy.
I was keen to execute the concept with a handmade, tactile aesthetic to reinforce the natural credentials of the innocent brand. To achieve this, the composition was created using paper and real pieces of fruit. Working with a talented team of creatives, I art directed the styling and photography for the campaign and ensured cohesive execution across all creative.
I designed a condensed headline font especially for this campaign, to ensure that headlines filled the space for maximum impact. The letters use soft curves and rounded edges to give a friendly, expressive feel to this all-caps font.
The ‘blast off’ font has since become a core brand asset, which is commonly used on various touch points across the innocent brand, from packaging to social where stand-out is needed.
Copy by Hayley Redman
Photography by Chelsea Bloxsome
Paper styling by Hattie Newman