Coveris gives Innocent a new look with transparent labels

Global packaging company Coveris has helped European soft drink brand Innocent introduce a new look for its smoothie products, with transparent labels helping to emphasize the contents of each bottle.

Available in stores nationwide across the UK on each of its seven classic smoothie lines, the new design also replaces packs across Innocent’s global market

The project saw Innocent move away from its established white labels to transparent labels on 250ml bottles, as well as replace 750ml cartons with a recyclable PET bottle and label. This represents a major evolution in the brand’s history, according to Coveris, which faced a number of challenges in delivering this project.

This included developing a special ink technology to achieve the new design’s signature color stamp whilst also enabling greater product visibility. Enlisting the expertise of Coveris’ UK labels division, the ink technology, along with an exclusively developed Innocent color pallet, was developed in order to launch the new design.

Using specialist high opacity inks and state-of-the-art flexographic printing technology, the labels achieve a range of vivid colors offset against the color of the drink itself by the ultra-clear transparent label.

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 utilize a number of new technologies we have developed within our print business.’

Innocent is the UK and Europe’s number one smoothie brand, selling a range of natural, healthy beverage products, which are available in 15 different countries. Available in stores nationwide across the UK on each of its seven classic smoothie lines, the new design also replaces packs across Innocent’s global market.

‘Achieving these big bold colors 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,’ added Bevan.