Turning Innocent, Wicked
Client
Innocent
Year
2026
Innocently Wicked is a conceptual brand extension that reimagines Innocent Smoothies through a playful range of dessert-inspired flavours, created to appeal to consumers with a sweeter tooth. The project explores how an established brand can expand into a new market while maintaining its distinctive personality and visual identity.
Alongside designing the product range and packaging, I developed an interactive microsite where users can create their own smoothie blends, extending the experience beyond the shelf. Combining branding, packaging, UX/UI and digital product design, this project demonstrates how thoughtful design can create a cohesive brand experience that is engaging, memorable and true to Innocent's playful tone.
Scope of Work
The challenge.
How could I push Innocent into a more indulgent space without losing what makes the brand recognisable? Sweeter flavours. Bolder packaging. A more mischievous tone. But underneath it all, the brand still feels like Innocent. Innocent is known for being good. So I wanted to explore the opposite.
From picking a flavour to creating your own.
The microsite lets users experiment with ingredients, discover combinations and create a smoothie that feels like their own.
I took the brand everyone knows for being good and asked what would happen if it was a little bit bad.
