Coveris has launched a new iconic range of drinks labels for leading UK and European smoothie brand, Innocent. Marking a major design transition for the brand, the new transparent labels utilise specially developed ink technology to achieve the new design’s signature colour stamp whilst also enabling greater product visibility.


In a shift away from their classic white branding, Innocent has just launched their new-look smoothie packs with the focus turning directly towards what’s inside of these bottles full of goodness. Replacing their large 750ml cartons with a recyclable PET bottle and label, and swapping their signature 250ml white bottle labels for a new transparent look represents a major evolution in the brand’s history. 


Available in stores nationwide across each of its seven classic smoothie lines including mangoes & passion fruits, strawberries & bananas and the super healthy gorgeous greens, the new design also replaces packs across Innocent’s global market.


Enlisting the expertise of Coveris’ award winning UK labels division, pioneering ink technology along with an exclusively developed Innocent colour pallet has been developed in order to launch the new design. Using specialist high opacity inks and state of the art printing technology, the labels achieve a range of mouth watering vivid colours cleverly offset against the colour of the drink itself by the ultra-clear transparent label.


Commenting on the technical partnership of the project, Craig Bevan, Coveris’ Category Sales Director said: “The launch of the redesign for a major household brand like Innocent, which relies critically on print to deliver its brand message on pack has allowed us to utilise a number of new technologies we have developed within our print business. Achieving these big bold colours and unique on-pack messages consistently is what positions Coveris as one of Europe’s leading flexographic printers and we hope to see a major impact on Innocent sales as a result.”


Following on from their success at the recent European Flexographic Industry Association and FTA awards, previous winner Coveris has once again been shortlisted for the UK Packaging Awards’ Label of the Year for their Killawarra wine entry. The winner is due to be announced on the 27th October at the special awards ceremony in London. 


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