{"id":29561,"date":"2026-05-01T07:00:26","date_gmt":"2026-05-01T05:00:26","guid":{"rendered":"https:\/\/2budesign.com\/?p=29561"},"modified":"2026-05-01T08:37:41","modified_gmt":"2026-05-01T06:37:41","slug":"innocent-transforms-a-simple-sustainable-idea-into-a-love-brand","status":"publish","type":"post","link":"https:\/\/2budesign.com\/en\/magazin\/innocent-verwandelt-eine-einfache-nachhaltige-idee-in-eine-love-brand\/","title":{"rendered":"innocent transforms a simple, sustainable idea into a love brand"},"content":{"rendered":"<div class=\"et_pb_section_0 et_pb_section et_section_regular et_block_section\">\r\n\r\n<div class=\"et_pb_row_0 et_pb_row et_block_row\">\r\n\r\n<div class=\"et_pb_column_0 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\r\n\r\n<div class=\"et_pb_text_0 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--default\"><div class=\"et_pb_text_inner\"><h2 data-start=\"624\" data-end=\"662\">The story behind the brand<\/h2>\n<p data-start=\"663\" data-end=\"1061\">The brand <strong data-start=\"673\" data-end=\"714\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Innocent Drinks<\/span><\/span><\/strong> was created in London in 1999. Three friends \u2013 <strong data-start=\"755\" data-end=\"796\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Richard Reed<\/span><\/span><\/strong>, <strong data-start=\"798\" data-end=\"839\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Jon Wright<\/span><\/span><\/strong> and <strong data-start=\"844\" data-end=\"885\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Adam Balon<\/span><\/span><\/strong> \u2013 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.<\/p>\n<p data-start=\"1063\" data-end=\"1126\">The vote took place with two rubbish bins:<br data-start=\"1107\" data-end=\"1110\" \/>\u201eYes\u201c or \u201eNo\u201c.<\/p>\n<p data-start=\"1128\" data-end=\"1187\">The \u201eYes\u201c bucket was full.<br data-start=\"1153\" data-end=\"1156\" \/>The rest is brand history.<\/p>\n<p data-start=\"1189\" data-end=\"1234\">Innocent focussed on three things right from the start:<\/p>\n<ul data-start=\"1236\" data-end=\"1319\">\n<li data-start=\"1236\" data-end=\"1256\">\n<p data-start=\"1238\" data-end=\"1256\">simple ingredients<\/p>\n<\/li>\n<li data-start=\"1257\" data-end=\"1287\">\n<p data-start=\"1259\" data-end=\"1287\">Transparent communication<\/p>\n<\/li>\n<li data-start=\"1288\" data-end=\"1319\">\n<p data-start=\"1290\" data-end=\"1319\">a human brand voice<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1321\" data-end=\"1557\">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: <strong data-start=\"1493\" data-end=\"1556\">Produce good products and take responsibility<\/strong>.<\/p>\n<h2 data-start=\"1564\" data-end=\"1620\">Sustainability as part of the corporate strategy<\/h2>\n<p data-start=\"1621\" data-end=\"1727\">Sustainability is a marketing issue for many brands. At Innocent, it is part of the business strategy.<\/p>\n<p data-start=\"1729\" data-end=\"1958\">For example, the brand is part of the movement <strong data-start=\"1776\" data-end=\"1817\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">B Corporation<\/span><\/span><\/strong>. Companies with this certification undertake to comply with social and ecological standards and to undergo regular audits.<\/p>\n<p data-start=\"1960\" data-end=\"2020\">Innocent's key sustainability goals include<\/p>\n<ul data-start=\"2022\" data-end=\"2181\">\n<li data-start=\"2022\" data-end=\"2050\">\n<p data-start=\"2024\" data-end=\"2050\">Climate-neutral production<\/p>\n<\/li>\n<li data-start=\"2051\" data-end=\"2099\">\n<p data-start=\"2053\" data-end=\"2099\">Responsible sourcing of fruit<\/p>\n<\/li>\n<li data-start=\"2100\" data-end=\"2130\">\n<p data-start=\"2102\" data-end=\"2130\">More sustainable packaging<\/p>\n<\/li>\n<li data-start=\"2131\" data-end=\"2181\">\n<p data-start=\"2133\" data-end=\"2181\">Long-term partnerships with farmers<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2183\" data-end=\"2376\">One important project is the new production facility in Rotterdam, the so-called \u201eBlender\u201c. The plant was designed so that it can run entirely on renewable energy.<\/p>\n<p data-start=\"2378\" data-end=\"2465\">The aim: to produce drinks without unnecessarily increasing the ecological footprint.<\/p>\n<p data-start=\"2467\" data-end=\"2736\">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: <strong data-start=\"2648\" data-end=\"2680\">Is a company perfect?<\/strong><br data-start=\"2680\" data-end=\"2683\" \/>But rather: <strong data-start=\"2692\" data-end=\"2736\">Is it moving in the right direction?<\/strong><\/p>\n<h2 data-start=\"2743\" data-end=\"2795\">Social commitment \u2013 the Innocent Foundation<\/h2>\n<p data-start=\"2796\" data-end=\"2958\">In addition to environmental projects, Innocent is heavily involved in the social sector. Part of the company's profits flow into the <strong data-start=\"2916\" data-end=\"2957\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Innocent Foundation<\/span><\/span><\/strong>.<\/p>\n<p data-start=\"2960\" data-end=\"3095\">This foundation supports projects worldwide that work against hunger and poverty \u2013 especially in regions where fruit is grown.<\/p>\n<p data-start=\"3097\" data-end=\"3147\">The foundation focuses on programmes that:<\/p>\n<ul data-start=\"3149\" data-end=\"3257\">\n<li data-start=\"3149\" data-end=\"3184\">\n<p data-start=\"3151\" data-end=\"3184\">Improving food security<\/p>\n<\/li>\n<li data-start=\"3185\" data-end=\"3223\">\n<p data-start=\"3187\" data-end=\"3223\">Promoting sustainable agriculture<\/p>\n<\/li>\n<li data-start=\"3224\" data-end=\"3257\">\n<p data-start=\"3226\" data-end=\"3257\">Strengthen local communities<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3259\" data-end=\"3469\">To date, the organisation has invested millions in social projects. An approach that shows: <strong data-start=\"3362\" data-end=\"3397\">Corporate Social Responsibility<\/strong> can be more than just an image project if it is conceived for the long term.<\/p>\n<h2 data-start=\"3476\" data-end=\"3533\">The role of humour and humanity in branding<\/h2>\n<p data-start=\"3534\" data-end=\"3648\">Another reason for the success of <strong data-start=\"3572\" data-end=\"3613\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Innocent Drinks<\/span><\/span><\/strong> is the unique brand voice.<\/p>\n<p data-start=\"3650\" data-end=\"3833\">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.<\/p>\n<p data-start=\"3835\" data-end=\"3895\">These seemingly small details fulfil several functions:<\/p>\n<ul data-start=\"3897\" data-end=\"4026\">\n<li data-start=\"3897\" data-end=\"3928\">\n<p data-start=\"3899\" data-end=\"3928\">they make the brand approachable<\/p>\n<\/li>\n<li data-start=\"3929\" data-end=\"3968\">\n<p data-start=\"3931\" data-end=\"3968\">they increase recognisability<\/p>\n<\/li>\n<li data-start=\"3969\" data-end=\"4026\">\n<p data-start=\"3971\" data-end=\"4026\">they convey values without moralising<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4028\" data-end=\"4262\">One example of this is the famous <strong data-start=\"4064\" data-end=\"4086\">\u201eBig Knit\u201c project<\/strong>. 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.<\/p>\n<p data-start=\"4264\" data-end=\"4354\">What appears playful at first glance is actually clever community branding.<\/p>\n<h2 data-start=\"4361\" data-end=\"4417\">Why this brand works so well strategically<\/h2>\n<p data-start=\"4418\" data-end=\"4513\">Innocent's success lies not only in the product. It lies in the <strong data-start=\"4486\" data-end=\"4512\">clear brand strategy<\/strong>.<\/p>\n<p data-start=\"4515\" data-end=\"4584\">The brand combines several elements into a consistent identity:<\/p>\n<ul data-start=\"4586\" data-end=\"4705\">\n<li data-start=\"4586\" data-end=\"4619\">\n<p data-start=\"4588\" data-end=\"4619\">Simple, natural products<\/p>\n<\/li>\n<li data-start=\"4620\" data-end=\"4650\">\n<p data-start=\"4622\" data-end=\"4650\">Transparent communication<\/p>\n<\/li>\n<li data-start=\"4651\" data-end=\"4679\">\n<p data-start=\"4653\" data-end=\"4679\">Humour and personality<\/p>\n<\/li>\n<li data-start=\"4680\" data-end=\"4705\">\n<p data-start=\"4682\" data-end=\"4705\">Social responsibility<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4707\" data-end=\"4873\">The logo with the little halo is a good symbol for this. It does not signalise perfection, but an attitude: <strong data-start=\"4831\" data-end=\"4873\">We try to do things better.<\/strong><\/p>\n<p data-start=\"4875\" data-end=\"4959\">In keeping with this, the entrepreneur said <strong data-start=\"4910\" data-end=\"4951\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Richard Reed<\/span><\/span><\/strong> once:<\/p>\n<blockquote data-start=\"4961\" data-end=\"5054\">\n<p data-start=\"4963\" data-end=\"5054\">\u201eIf you try to build a business that is good for people and the planet, profit can follow.\u201c<\/p>\n<\/blockquote>\n<p data-start=\"5056\" data-end=\"5226\">This perspective is also confirmed by research. Studies show that consumers trust brands more when they <strong data-start=\"5187\" data-end=\"5215\">Clearly communicated values<\/strong> represented.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\r\n\r\n<div class=\"et_pb_section_1 et_pb_section et_section_regular et_flex_section\">\r\n\r\n<div class=\"et_pb_row_1 et_pb_row et_flex_row\">\r\n\r\n<div class=\"et_pb_column_1 et_pb_column et-last-child et_flex_column et_pb_css_mix_blend_mode_passthrough et_flex_column_24_24 et_flex_column_24_24_tablet et_flex_column_24_24_phone\">\r\n\r\n<div class=\"et_pb_text_1 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module preset--module--divi-text--znhbscuzkl\"><div class=\"et_pb_text_inner\"><h3><span>Why attitude is the strongest brand strategy<\/span><\/h3>\n<p data-start=\"5246\" data-end=\"5396\">The history of <strong data-start=\"5265\" data-end=\"5306\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Innocent Drinks<\/span><\/span><\/strong> shows that successful branding is more than just a nice logo or a good campaign.<\/p>\n<p data-start=\"5398\" data-end=\"5409\">It's about:<\/p>\n<ul data-start=\"5411\" data-end=\"5485\">\n<li data-start=\"5411\" data-end=\"5426\">\n<p data-start=\"5413\" data-end=\"5426\">Clear values<\/p>\n<\/li>\n<li data-start=\"5427\" data-end=\"5456\">\n<p data-start=\"5429\" data-end=\"5456\">Consistent communication<\/p>\n<\/li>\n<li data-start=\"5457\" data-end=\"5485\">\n<p data-start=\"5459\" data-end=\"5485\">Credible commitment<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5487\" data-end=\"5614\">Sustainability is only convincing if it is part of the corporate strategy \u2013 not just part of the marketing department.<\/p>\n<p data-start=\"5616\" data-end=\"5787\">This is a great opportunity for sustainable brands. Making attitude visible creates trust. And trust is one of the strongest brand currencies in the long term.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\r\n\r\n<div class=\"et_pb_section_2 et_pb_section et_section_regular et_block_section\">\r\n\r\n<div class=\"et_pb_row_2 et_pb_row et_block_row\">\r\n\r\n<div class=\"et_pb_column_2 et_pb_column et_pb_column_1_2 et_block_column et_pb_css_mix_blend_mode_passthrough\">\r\n\r\n<div class=\"et_pb_text_2 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--c7ea2dd6-e597-4823-8d00-b258c7a11576\"><div class=\"et_pb_text_inner\"><h3><span>You want to build a brand that not only looks good, but also <\/span>makes real values visible?<\/h3>\n<\/div><\/div><\/div>\r\n\r\n<div class=\"et_pb_column_3 et_pb_column et_pb_column_1_2 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\r\n\r\n<div class=\"et_pb_text_3 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module preset--module--divi-text--c7ea2dd6-e597-4823-8d00-b258c7a11576\"><div class=\"et_pb_text_inner\"><p data-start=\"5916\" data-end=\"6089\">With <strong data-start=\"5920\" data-end=\"5934\">2bu design<\/strong> we develop branding strategies for companies that work sustainably, consciously and with attitude. From brand strategy to visual identity.<\/p>\n<p data-start=\"6091\" data-end=\"6269\" data-is-last-node=\"\" data-is-only-node=\"\">Take a look at our services or get in touch with us directly.<br data-start=\"6156\" data-end=\"6159\" \/>Together we will find out how your brand can become visible \u2013 clear, authentic and effective in the long term.<\/p>\n<\/div><\/div><\/div><\/div>\r\n\r\n<div class=\"et_pb_row_3 et_pb_row et_block_row\">\r\n\r\n<div class=\"et_pb_column_4 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\">\r\n\r\n<div class=\"et_pb_module et_pb_button_module_wrapper et_pb_button_0_wrapper preset--group--divi-button--divi-button--default_wrapper preset--module--divi-button--default_wrapper\"><a class=\"et_pb_button_0 et_pb_button et_pb_bg_layout_dark et_pb_module et_block_module preset--group--divi-button--divi-button--default preset--module--divi-button--default\" href=\"https:\/\/calendly.com\/hello-2budesign\/30min\" target=\"_blank\" rel=\"nofollow noopener\">Arrange a coffee date<\/a><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Smoothies, little jokes on the packaging and a halo in the logo: Innocent Drinks is one of the most likeable brands in Europe. But behind the charming tonality lies a well thought-out strategy. Innocent combines sustainable entrepreneurship, transparent communication and social commitment to create a strong brand identity. This case study shows why attitude is more than just a buzzword in branding.<\/p>","protected":false},"author":2,"featured_media":29854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1,11],"tags":[],"class_list":["post-29561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marketing"],"_links":{"self":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/posts\/29561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/comments?post=29561"}],"version-history":[{"count":6,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/posts\/29561\/revisions"}],"predecessor-version":[{"id":29853,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/posts\/29561\/revisions\/29853"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/media\/29854"}],"wp:attachment":[{"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/media?parent=29561"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/categories?post=29561"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2budesign.com\/en\/wp-json\/wp\/v2\/tags?post=29561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}