KATIE ROSEN

In 2016, innocent relaunched its core smoothies range across Europe, repositioning its flagship products to drive reappraisal and strengthen shelf impact across multiple markets. The objective was to show what had always made the brand distinctive, simplicity, transparency and product honesty, and design it in a way that could scale commercially and sustainably.

 

I led the in-house creative team through the European portfolio redesign and supporting campaign, including a French market TV advert. The work explored transparent labelling and a more minimal system to reduce visual clutter and increase clarity on shelf, creating a cleaner, more confident expression of the core range across markets. That same confidence carried into the TV work, where the product was given space to lead and the tone felt simpler, but still unmistakably playful.