Innocent Drinks' new rebrand is hilariously bad

Innocent rebrand
One of Innocent Drinks' joke rebrand attempts (Image credit: Innocent)

It's not often that we get to see the process that goes into a rebrand – normally we just get the final product along with a few words about the rationale behind it (if we're lucky). But Innocent Drinks has done things a little differently when it comes to introducing its new rebrand, or as Innocent calls it, Re-Re-Re-Re-Re-Re-Re-Re-Re-Rebrand.

In a tongue-in-cheek video posted on Twitter, the brand shows several unused options for the rebrand of its Super Smoothie range packaging (maybe the team should have looked at our stand out examples of packaging design for inspiration). It also depicts a humorous email back-and-forth with the marketing team, which will be familiar to any graphic designer. It's fair to say that Innocent's work-in-progress versions are pretty dire, which is, of course, the joke.

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.