Innocent
Innocent Smoothie gave their iconic little dude and packaging a fresh new look with the help of branding legends Derek & Erik.
I jumped in to bring that new vibe to life, teaming up with Innocent’s Creative Director, Finlay Hogg, to add some bounce, charm, and cheeky movement to the rebrand.
Client
Innocent
Role
Motion Graphics Designer
Year
30/07/2025
The before and after
The new:
Derek & Erik streamlined the brand’s visual language, refining typography, colour, illustration, and photography into a cohesive, flexible system with clear principles. This solid foundation gave me the freedom to develop playful motion systems that could be easily adapted across type and illustration.
Illustrations by: Laura Silveira
The making of:
“Leon popped into Fruit Towers and immediately felt like part of the team. He took our animation ideas, built on them, and brought them to life with personality. He took direction well, challenged thinking when it mattered, and pushed the work to be its best.”
Finlay Hogg
Creative Lead, Innocent Drinks