Case study: Innocent smoothie
What can we learn from leading brands?
Innocent Smoothie is what we like to call a packaging icon here at The Printed Bag Shop. With a range of products and therefore a range of packaging, it manages to keep its brand clear, engaging and consistent throughout. It is a superb example of a brand that simply got it right. It sees the bigger picture and consequently experiences a bigger impact.
As a brand which has quite quickly grown from a business stall selling smoothies at a music festival with a big sign asking people if its founders should give up their jobs to make smoothies, to now being leaders in the food and drink sector, it’s clear its marketing strategy is spot on.
From its packaging right through to its Facebook page, it’s consistent and clear and most of all, its consumers love it!
Let’s have a look at aspects of Innocent’s packaging that is simply successful:
In order for a brand to be clear and consistent, it must have a clear message, values, visual design and target market at the core of its marketing strategy.
Clear and consistent
Innocent has such a strong brand identity and it’s simply down to consistency through all platforms, including packaging. When designing your packaging’s art work, it’s crucial that it’s in line with your website, social media platforms, brand values and even email campaigns. This is actually something many brands struggle with, although really, it’s the simplest aspect of the strategy.
In order for a brand to be clear and consistent, it must have a clear message, values, visual design and target market at the core of its marketing strategy. When building upon your strategy and experimenting with various platforms, many can presume that they must come up with creative and different ways to display their brand, after all it is a different platform, right? Well, in some senses, it’s the complete opposite. Yes it’s important to adapt to a platform, however it’s crucial that the messaging and visual design is all consistent.
Innocent has a ‘knack’ for engaging its consumers, it takes every opportunity to build a relationship. Not only does its packaging include information regarding its ingredients, health benefits and guidelines, it takes it that one step further and includes interesting information, fun animations and exciting exercises that lead consumers to engage further on Twitter, Facebook and via its website.
Reflect on your product and come up with creative ideas to engage consumers, if you’re a butcher selling meat, maybe your packing will include recipes or a list of wines that compliment that meat. Think about the extra value your packaging could give your consumers in order to engage them to buy your product.
MWV’s research also revealed that 45% of consumers want packaging that is made with environmentally friendly materials.
No funny business – keep it simple
Many brands can make the mistake of designing what they like to call innovative packaging, when in reality the packaging is actually awkward and difficult for consumers to use. Innocent’s packaging is basic, its design is one most are familiar with and it allows customers to use with ease, from MWV’s research the findings show that 71% want packaging that’s easy to open.
Yes, it may capture consumer’s attention to have a show stopping juice carton design, however when the consumer attempts to store their purchase in their fridge and find that it just won’t quite fit in the juice holder, the once exciting product turns into a frustrating situation. Find other ways to be creative, take the engage approach.
MWV’s research also revealed that 45% of consumers want packaging that is made with environmentally friendly materials. With quotes such as ‘we love trees’ pasted on the packaging and images of ‘tree huggers’, Innocent’s packaging instantly ticks the eco-friendly box.
Here at The Printed Bag Shop we have a range of environmentally friendly printed bags and packaging as well as in house designers to help you with your art work.
If you’re just as impressed with the Innocent brand as we are, you can find out more and read its very own book: ‘A book about Innocent: Our story and some things we’ve learnt’.
As part of our latest campaign #CarrierBrands we’re analysing leading brand’s packaging to learn from the best. Follow us on Twitter @printedbagshop to find out more.