innocent transforms a simple, sustainable idea into a love brand

The story behind the brand

The brand Innocent Drinks was created in London in 1999. Three friends – Richard Reed, Jon Wright and Adam Balon – sold smoothies made from fresh fruit at a music festival. The visitors were asked to decide whether the founders should quit their jobs and start the company.

The vote took place with two rubbish bins:
„Yes“ or „No“.

The „Yes“ bucket was full.
The rest is brand history.

Innocent focussed on three things right from the start:

• simple ingredients

• Transparent communication

• a human brand voice

Today, the company sells millions of smoothies every year and is one of the best-known beverage brands in Europe. At the same time, the original claim remains visible: Produce good products and take responsibility.

Sustainability as part of the corporate strategy

Sustainability is a marketing issue for many brands. At Innocent, it is part of the business strategy.

For example, the brand is part of the movement B Corporation. Companies with this certification undertake to comply with social and ecological standards and to undergo regular audits.

Innocent's key sustainability goals include

• Climate-neutral production

• Responsible sourcing of fruit

• More sustainable packaging

• Long-term partnerships with farmers

One important project is the new production facility in Rotterdam, the so-called „Blender“. The plant was designed so that it can run entirely on renewable energy.

The aim: to produce drinks without unnecessarily increasing the ecological footprint.

Of course, critical thinking remains important here too. Beverage production, transport and packaging always have an impact on the environment and resources. The question is therefore not: Is a company perfect?
But rather: Is it moving in the right direction?

Social commitment – the Innocent Foundation

In addition to environmental projects, Innocent is heavily involved in the social sector. Part of the company's profits flow into the Innocent Foundation.

This foundation supports projects worldwide that work against hunger and poverty – especially in regions where fruit is grown.

The foundation focuses on programmes that:

• Improving food security

• Promoting sustainable agriculture

• Strengthen local communities

To date, the organisation has invested millions in social projects. An approach that shows: Corporate Social Responsibility can be more than just an image project if it is conceived for the long term.

The role of humour and humanity in branding

Another reason for the success of Innocent Drinks is the unique brand voice.

While many food brands communicate in a sterile or functional way, Innocent focuses on humour. Small texts, puns and friendly comments can be found on the packaging.

These seemingly small details fulfil several functions:

• they make the brand approachable

• they increase recognisability

• they convey values without moralising

One example of this is the famous „Big Knit“ project. People knit small woollen hats for smoothie bottles. For every bottle with a hat sold, the company donates money to aid organisations for older people.

What appears playful at first glance is actually clever community branding.

Why this brand works so well strategically

Innocent's success lies not only in the product. It lies in the clear brand strategy.

The brand combines several elements into a consistent identity:

• Simple, natural products

• Transparent communication

• Humour and personality

• Social responsibility

The logo with the little halo is a good symbol for this. It does not signalise perfection, but an attitude: We try to do things better.

In keeping with this, the entrepreneur said Richard Reed once:

„If you try to build a business that is good for people and the planet, profit can follow.“

This perspective is also confirmed by research. Studies show that consumers trust brands more when they Clearly communicated values represented.