Pearl Fisher Branding – Innocent & Cawston Press


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Innocent are a healthy drinks company that were established in 1999 after selling lots of smoothies at a music festival. We put up a big sign asking people if they thought we should give up our jobs to make smoothies, and put a bin saying ‘Yes’ and a bin saying ‘No” in front of the stall. Then we got people to vote with their empties. At the end of the weekend, the ‘Yes’ bin was full, so we resigned from our jobs the next day and got cracking (Innocent Drinks, 2017). Since then Innocent have created juices, smoothies, bubbly drinks and more.

In 1999, when the company started, they didn’t hire a design agency to design the branding instead they did it themselves. Once the branding started to look outdated, Innocent went to Pearlfisher for a design refresh. There were three main concepts that Germain says underlined what Innocent stood for, and these had to be incorporated in the design refresh: home-made, natural looking and a bit posh. (Creative Bloq, 2007)

That process started away from the computer screens as the team at Pearlfisher sat armed with sketch pads in a room with astroturf on the floor, pictures of nature on the wall and plenty of Innocent products around to provide inspiration.(Creative Bloq, 2007)

“We were creating new symbols for the range and you can’t do it all from a computer – computers can’t do the ideas for you,” says Ford.(Creative Bloq, 2007)

The design changes were subtle but important, with the dude moving into a central position and the typography getting a makeover. The result was more balanced, with an infusion of colour. The caps, which had been a plastic shade of gold, were replaced by a clear white that didn’t conflict with the colour of the drink.(Creative Bloq, 2007)

 Previously, there had been a number of different styles used, with Christmas trees popping onto labels in the festive season and other one-offs with a look that wasn’t consistent with the other products in the range. Now, importantly, the rules of the new design included some flexibility to cope with an expected expansion of the range.(Creative Bloq, 2007)
The design to me really works for Innocent. I am a real fan of how simple yet sophisticated the designs look and how they’re all consistent with the same style. This is the main aspect of this branding identity that I will implement into my own as it’s so important for your brand to be recognisable to develop the message that they’re reliable. The Innocent logo is a great example of a logo that is so simple and recognisable yet in our minds carries the message of their products being healthy, fresh and always tasty.
Cawston Press
Formerly, Cawston Vale, Cawston Press is a stop drinks company based in Kettering, England
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