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For its chilled juice category debut, innocent launches a range of not-from-concentrate juices in orange (with bits and smooth) and apple. To stand out on shelf, the new line is packaged in ergonomic, 30oz and 1.35L carafes that are made from 25 percent recycled, PET material. The recyclable carafes are color-coded and feature photographs of the brand’s innocent logo playfully displayed on an apple or orange. “This new route of label design retains all of our key brand assets while giving the carafe a unique identity in the category,” says Rachel Rowland, innocent brand manager for juice.
Launch
February 2011
Package design
Family (and Friends), www.familyandfriends.uk.com and B&B Studio, www.bandb-studio.co.uk
