Innocent

innocent is a brand I’ve always admired so it was great to play a part in their brand evolution.

The ‘dude’ symbol has been redrawn and remains front and centre, but is now complemented with a more integrated and cohesive wordmark.

“The dude is back, looking bolder than ever, and our new designs make it easier for people to find what they need. What’s also exciting for me is how we brought this to life – working with a group of incredibly talented creatives in a new, collaborative way.”

Finlay Hogg
Creative Lead, Innocent Drinks

As part of the brand refresh a bespoke typeface was designed to carry just the right amount of juicy friendliness balanced with simple, modern clarity.

Credit to LetterJuice for their enormous help on this.

Developed and crafted in partnership with Derek&Eric and the innocent in-house design team.