innocent bubbles

Packaging

With the sugar tax coming in, the fruit + sparkling water space was starting to get a little crowded. Whilst innocent's bubbles range was still unique with its simple blend of pure fruit juices with sparkling spring water (no concentrates, no added sugar, no funny business), these fizzy rascals needed a new lease of life.

New designs needed a more grown-up feel, as well as a visual connection to innocent’s refreshers range — blends of mineral water with a splash of pure fruit juice (kind of like first cousins). Where refreshers use a wave of pastel coloured brush strokes to reflect the thirst quenching water-based nature of the drink, bubbles became a more energetic swirl of vibrant colour to suggest a more intense flavour.