Bloom is now Rainbrand

(Brand guidelines) // Food and drink

Innocent brand
guidelines

Innocent’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from innocentdrinks.co.uk.

Download the Brand Skill

About Innocent

Innocent Drinks makes fruit- and vegetable-based drinks with a purpose of making it easier for people to live well through the delicious goodness of fruit and veg. Its identity pairs a warm, playful voice with straightforward, nature-led messaging.

Use the innocent logo, the lowercase wordmark above the dude with his halo, as the brand signature. Keep the wordmark lowercase. Use the dude on his own when the design calls for a symbol without the name, and keep his hand-drawn shapes as they are rather than redrawing them.

Innocent colors

  • Grass

    Signature green: the logo, headings and accents

    HEX
    RGB

  • Cloud

    Warm off-white backgrounds and the logo on dark grounds

    HEX
    RGB

  • Sharpie black

    Text

    HEX
    RGB

  • Apple

    Lighter green accents

    HEX
    RGB

  • Bud

    Pale green highlights and backgrounds

    HEX
    RGB

  • Mango

    Fruit accent

    HEX
    RGB

  • Guava

    Fruit accent

    HEX
    RGB

Innocent fonts

  • Innocent Sans

    Headings · 700, Body · 300, Emphasis and display words, in the Super weight

Font names only. The Brand Skill download doesn’t include font files.

Innocent’s voice

Write with friendly, conversational confidence. Make fruit and veg, taste, and doing good feel accessible rather than worthy or preachy. Give the copy a light comic turn: puns, unexpected comparisons, small absurdities, and a direct aside to the reader are all characteristic. Let the joke support the point instead of obscuring useful information. Explain product and nutrition details plainly, and keep health claims measured.

  • “we make drinks out of fruit, veg and anything else nature has going spare”
  • “The lesson here? Drink this smoothie for your health or bathe in its juicy strawberries for your love life. The choice is yours”
  • “An otter tap dancing in a top hat to Marvin Gaye. We’ve thought long and hard about it, and that’s the closest we can get to the smoothness of our orange juice”

Dos and don’ts

Do

  • Keep the name lowercase, in the logo and in copy: innocent.
  • Lead with fruit and veg, taste, and the ease of doing yourself some good.
  • Write like a person: use everyday language, a knowing aside, and a playful joke when it helps the message.
  • Make factual product and nutrition information clear, and keep claims within the wording and scope supported by the product or subject.

Don’t

  • Don’t redraw the dude or retype the wordmark in another font; the hand-drawn shapes are part of the character.
  • Don’t let a joke make product information or a health-related claim unclear.
  • Don’t make the voice stiff, corporate, or preachy; keep it warm and conversational.

Innocent imagery

235 images from innocentdrinks.co.uk, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand imagery

145 images

Use Innocent’s own brand photography, illustrations, editorial graphics, and campaign visuals as visual references. The brand’s public storytelling brings fruit and veg, everyday life, people, farming, and the company’s work together.

  • A minimalist, hand-drawn white graphic of a round character with an angel halo floating above its head.
  • An innocent fruit smoothie bottle wearing a tiny knitted strawberry hat is being 'knitted' into existence by a pair of hands.
  • A playful graphic featuring the word "hello," in a rounded, moss-green script on a solid cream background.
  • A minimalist graphic features the phrase "things we make" in a deep olive green against a plain cream background.
  • Two textured, vibrant green leaves are positioned to overlap and form a heart shape.
  • An olive green graphic logo featuring a hand-drawn, minimalist character resembling a rounded piece of produce with a floating halo above it.
  • A square snapshot with a hand-drawn black border is secured by two thick black tape marks in the corners.
  • A simple hand-drawn illustration depicts two pale blue-grey trash bins side-by-side with closed lids and top handles.
  • A light blue document is vertically torn in half down the center in this hand-drawn flat illustration.
  • A vertical photo of a smiling, elderly man in a dark blazer, light blue shirt, and yellow patterned tie, framed by a thick, hand-drawn yellow border with…
  • A horizontal, lime-green vintage juice label featuring a central circular illustration of a dark red crawler tractor driven by a man.
  • A flat, cartoonish illustration of three stacked cardboard boxes with a thick black outline.
  • A warm, vintage-style photograph features three glass bottles of innocent fresh fruit smoothies lined up against a dark background, framed by a playful…
  • A light-blue, retro computer monitor with a thick black outline sits atop two brown, illustrated drawers featuring stylized faces with halos.
  • A man in a navy button-down shirt stands in an office with large wet stains down his front, framed within a hand-drawn black border.
  • A light blue polaroid-style frame contains a photograph of three white vans with black cow-print patterns parked in a grassy field alongside actual black and…
  • A playful, hand-drawn illustration of a metal shopping cart in profile, facing left.
  • A cartoonish illustration of an 'Evening Standard' newspaper front page tilted slightly to the right.
  • A casual snapshot of young adults celebrating a birthday is framed like a Polaroid, overlapping a cartoon illustration of a single-layer cake with a number…
  • A whimsical photo features a white van entirely covered in lush green astroturf and dotted with small white daisies, parked in a grassy field.
  • A whimsical, hand-drawn illustration of a two-story building topped with a golden crescent moon weather vane.
  • A light-blue, hand-drawn illustration of a computer monitor displays an advertisement for Innocent smoothies.
  • A vertical patchwork fabric banner features a central cream-colored panel with simple orange and pink line drawings of faces with halos and a small wooden…
  • A simple hand-drawn illustration of a closed red book featuring a large yellow banana on its front cover.
  • A thick red border and a cartoon chef's hat frame a photograph of two smiling women in white lab coats.
  • A simple hand-drawn illustration of a classic doghouse with a peaked red roof and beige horizontal wooden siding.
  • A group of approximately twenty colleagues form a wide circle on a green carpeted office floor, performing lunges together.
  • A vibrant orange-yellow juice bottle is the central focus, surrounded by short, black hand-drawn lines that give it a playful, radiant effect.
  • This playful graphic features a photo of six men forming a human pyramid, framed like a physical Polaroid picture with red hand-drawn tape on the top left…
  • A candid family photo of two women and two boys in school uniforms is set within a thick, hand-drawn black and white ornate scroll frame.
  • A quirky hand-drawn illustration depicts 'the innocent wee-ometer' chart hanging from a simple black string.
  • A whimsical hand-drawn illustration of a pink piggy bank facing right with a single black dot for an eye and a curly tail.
  • Four glass bottles of innocent juicy water are lined up horizontally, each filled with a different colorful fruit drink: dark purple blackcurrant, bright red…
  • A light blue, hand-drawn vintage television illustration features thin black outlines, rabbit-ear antennas, and a yellow control panel with red knobs.
  • A simple 2D illustration of a yellow gold coin featuring a single green leaf at its center.
  • Three young men sit relaxed on large red and yellow floor cushions, candidly smiling while attempting to knit with yarn.
  • A whimsical illustration features two stylized, light-gray apartment buildings leaning at jaunty angles.
  • Four 1L cartons of Innocent pure fruit smoothies are lined up side-by-side, each featuring a hand-drawn halo and face graphic in distinct colors.
  • A square white book with the title 'Stay Healthy.
  • A product shot features two boxes and two wedge-shaped pouches of 'innocent smoothies for kids' in 'apples and blackcurrants' and 'oranges, mangoes &…
  • Two illustrated ice cream cone graphics side-by-side serve as promotional cards for 'innocent little tasty desserts.' Each cone features a tan, cross-hatched…
  • A light-blue, hand-drawn illustration of a vintage television set features a real-world photograph on its screen.
  • A light blue graphic frame with a arched top features the bold, orange number '100' in a playful, cartoon-like font with black outlines.
  • A close-up product photo of the 'innocent smoothie recipe book' designed to look like a red smoothie bottle with a white label.
  • A tall, hand-drawn graphic resembles a vertical tower capped with a cartoon Viking helmet with white horns.
  • A vertical photo of a smiling man in a red jersey is encased in a thick, hand-drawn black-and-white ornate scrollwork frame.
  • A yellow cartoon rubber duck with a smiling face is overlaid onto a sunny photograph of a festival entrance.
  • A bottle of innocent mangoes & passion fruits smoothie is surrounded by a playful halo of black hand-drawn light rays.
  • A vertical comic-style strip with three panels outlined in black and separated by red horizontal bars.
  • A portrait of a middle-aged man with short brown hair and a slight smile is framed within a decorative, hand-drawn graphic.
  • A vibrant group photo shows a large crowd of people waving from a colorful office lounge with green turf flooring, a red telephone booth, and a wooden hut…
  • Five Innocent brand 'tasty veg pot' meals are arranged in a staggered formation, each appearing as a clear plastic container with a paper sleeve and a…
  • A wide-angle photo of a compact home or personal training gym is framed within a thick white polaroid-style border, featuring a bright orange cartoon…
  • An off-white book cover with hand-drawn lines stands behind a simple, thick-lined illustration of a white frosted birthday cake topped with orange number…
  • A vibrant product shot of Innocent pure fruit squeezies for kids, featuring two clear plastic tubes filled with red and yellow tubes alongside two individual…
  • A square, collage-style photo of an 'Innocent' smoothie carton being bitten by a red Coca-Cola can with sharp, saw-toothed metal teeth emerges from a simple,…
  • A light-blue Polaroid-style graphic frames a candid photograph of three men in blazers standing in what appears to be a kitchen or office breakroom.
  • A vertical cartoon illustration of a light blue four-story building topped with a giant banana and a strawberry.
  • Two overlapping Polaroid-style photographs tilted at angles depict a festive culinary event.
  • Two Innocent juice carafes—one apple with a red cap and one orange with a green cap—sit side-by-side on a hand-drawn blue and white striped platform.
  • A hand-drawn polaroid-style frame contains a photograph of an outdoor gathering where people sit at long picnic tables and mingle.
  • A graphic illustration of a tilted white booklet cover featuring a large orange circle in the center.
  • A stylized, hand-drawn map of Europe features a bold, light pink organic shape overlaid on several Western and Central European countries.
  • Three plastic carafes of Innocent fruit juice stand side-by-side, featuring 'orange & mangue', 'pomme & framboise', and 'ananas & fruit de la passion' flavors.
  • Two overlapping polaroid-style photos showcase Innocent brand's presence at the London 2012 Olympics.
  • A festive graphic featuring a photo of four young men in plaid shirts posing with serious expressions, enclosed in a thick, hand-drawn red border.
  • A vertical photo of three men smiling against a white brick wall topped with green ivy is enclosed in a playful, hand-drawn blue frame with black scalloped…
  • A playful graphic features a hand-drawn, light blue retro television with antennae, framing a photograph of two elderly women laughing against a teal backdrop.
  • A medium shot of Bill Clinton speaking at a green-textured wooden podium, encased in a hand-drawn black and white illustrative frame.
  • Four clear Innocent Veg Pot containers are stacked in a two-by-two grid against a pale green tiled background, framed by a thick, hand-drawn black swirl border.
  • This graphic features two overlapping Polaroid-style photographs tilted at slight angles against a clear background.
  • A simple hand-drawn illustration of a yellow trophy cup with a white numeral '1' on its base.
  • A vertical poster for innocent orange juice sits inside a thick red frame, which appears to hang from a single black nail by a string.
  • An explosion of fresh fruit like strawberries, grapes, and banana slices rains down toward three Innocent Super Smoothie bottles standing on a rustic wooden…
  • A trio of Innocent drinks stands together, featuring two tall 'bubbles fruit & spring water' cans in tropical and lemon, lime & apple flavors, flanking a…
  • A photo of a red innocent strawberry smoothie bottle next to two fresh strawberries and a geometric glass award on a patch of green grass.
  • A polaroid-style graphic features a photo of a sunlit forest floor overlaid with the white text 'innocent un-plugged' and 'a weekend off the grid'.
  • Two overlapping polaroid-style photos with thick black outlines and light blue borders depict humanitarian aid work.
  • A casual outdoor photo of three friends smiling while holding bottles of BeatBox beverages is encased in a hand-drawn, polaroid-style frame.
  • A vibrant lineup of seven glass Innocent brand smoothie bottles is arranged in a row, framed by a playful black hand-drawn sunburst border.
  • A green, grass-covered Ocado delivery van stands in a bright indoor gallery, surrounded by silver and pink 18th-birthday balloons.
  • A simple, hand-drawn style illustration of a pink piggy bank with a light blue coin being inserted into the slot on its back.
  • A playful hand-drawn illustration of the map of Europe rendered in thick black outlines.
  • A bottle of bright red Innocent Gazpacho stands upright, featuring a black label with a white haloed face logo and the text 'GAZPACHO tomate, basilic, et…
  • A whimsical, hand-drawn illustration of an award certificate with a thick, dark teal border and a light grey inner document.
  • A bottle of innocent Blue Spark juice stands centered between a playful hand-drawn UFO above and a bright teal puddle below.
  • A simple cartoon illustration of a tall, arched deep-red door with a small yellow circular doorknob.
  • A flat, hand-drawn illustration shows two wine glasses clinking together in a celebratory toast.
  • Two women sit across from each other at a wooden picnic table on a vibrant green lawn, engaged in a conversation while working outdoors.
  • A grainy, surreal architectural illustration depicts a massive warehouse and a modern curved office building under a blue and golden sunset sky.
  • A playful collage depicts a giant whole banana and a thick orange slice perched on the roof of a modern, white apartment building with an apple-shaped logo…
  • A rustic wooden signpost rises from a patch of green grass, displaying '10%' in a playful, hand-drawn white font where the zero is a character with eyes and…
  • A stylish, smiling elderly Black man with bold red glasses sits in an olive velvet armchair against a textured mint green background.
  • A toddler in a navy jacket reaches out from his mother's arms to hand a small voucher to a vendor over a vibrant produce stall.
  • A medium-wide photo shows a Black man and woman smiling warmly as they crouch in a field to harvest large, leafy green cabbages.
  • A close-up photo focuses on a person's hand holding a single, bright red strawberry by its green stem over a blue plastic crate.
  • A large, unripe green mango is cradled in a person's hand while still attached to the tree branch by a thin stem.
  • A close-up photograph features vibrant red and orange apples ripening on the branches of a lush green orchard tree.
  • A smiling man balances several large green coconuts across his shoulders in this bright, medium-shot photograph.
  • A vibrant still life studio photo features a tall, speckled brown Bosc pear balanced atop a dark green zucchini.
  • A vibrant, textured green spinach leaf serves as a photographic kite being flown by a black-and-white line-drawn woman.
  • A rustic wooden signpost stands centered against a bright blue sky with soft white clouds, featuring the white text "fruit and veg for all." In the…
  • A simple, hand-drawn vector illustration of an apple tree with a thick brown trunk that forks into two branches.
  • A simple, hand-drawn vector illustration of a healthy produce grouping.
  • A whimsical, hand-drawn illustration features a vibrant red apple with a small green leaf floating beneath a white halo.
  • A flat, hand-drawn illustration depicts a colorful assortment of beverage containers, including a tall yellow bottle with a purple cap, a green bottle, a red…
  • A minimalist black line art logo featuring a rounded, fruit-like face with small vertical eyes and a halo floating above it.
  • A stylized, hand-painted green leaf graphic features two overlapping foliage shapes in different shades of green.
  • A whimsical, textured illustration features vibrant pink raspberries tucked behind large green leaves.
  • A grainy, textured digital illustration features two round peaches nestled behind large green leaves.
  • A thick wooden plaque engraved with the B Corp logo and the statement, "We are proud to be using business as a force for good," sits on a light wooden desk.
  • A vibrant 2D illustration of a group of fruits and vegetables in a simple, hand-drawn style with bold black outlines.
  • A minimalist flat graphic featuring a pair of large scissors with teal green handles cutting through a cluster of white, cloud-like emissions.
  • A whimsical, hand-drawn group of four stylized beverage containers featuring thick black outlines and flat colors.
  • A flat, hand-drawn vector illustration features a blue shield emblem prominently in the foreground, showcasing a red strawberry with a jagged green stem.
  • A close-up photograph of a green speckled pear standing upright in a patch of lush garden grass, clover, and small wild flowers.
  • A flat, hand-drawn illustration of a red suggestion box with three white slips of paper protruding from a slot on top.
  • A close-up photo shows a tiny red squirrel being cradled in a person's palm and wrapped in a tan towel.
  • A whimsical, hand-drawn illustration features a folded newspaper titled "the good times" set against a bold red circular backdrop.
  • A close-up, high-angle photograph focuses on three concrete or stone steps with a weathered, speckled texture in pale grey and beige.
  • A horizontal cluster of hand-drawn white speech bubbles with thick black outlines overlaps to create a dense collage.
  • A man in a vibrant red long-sleeved shirt and black baseball cap stands in a lush tropical grove, reaching high with a long bamboo pole to harvest from a tree.
  • A minimalist graphic of a white two-handled trophy cup outlined in black.
  • A minimalist, hand-drawn illustration of a vibrant orange mango with a single green leaf attached to its top.
  • A simple line drawing depicts a white water faucet dripping blue water droplets onto a bright red strawberry.
  • A light green award ribbon illustration features a jagged, starburst outer edge and two dangling tails with pointed ends.
  • A minimalist black-and-white line drawing of a pair of binoculars centers the frame, featuring small colorful fruit icons inside each lens.
  • A vibrant orange mango with a single dark green leaf is decorated with a light green first-place award ribbon.
  • A festive, hand-drawn illustration featuring two balloons side-by-side that together display the text '82%'.
  • A light wood insect hotel with a grey slanted roof stands on two posts amidst a vibrant wildflower garden.
  • The word "hello," is written in a playful, organic olive green script against an off-white background.
  • A vibrant banner features three innocent brand bottles arranged by height against a serene morning sky with soft clouds.
  • A vibrant digital graphic features three Innocent fruit smoothies—yellow Lemon Pie, pink Strawberry Cupcakes, and purple Blueberry Muffin-ish—standing in a…
  • A dense, vibrant heap of whole and sliced fruits sits under a textured light green background featuring the 'fruit & veg forever' logo in dark green.
  • Four condensation-beaded Innocent juice and smoothie bottles stand in a row atop a lush green grassy hill under a bright, cloud-flecked blue sky.
  • A white 'Certified B Corporation' logo is prominently overlaid on a rustic, weathered wooden signpost.
  • A clear plastic bottle with a green cap and a green haloed fruit character graphic stands on a textured grass field against a bright blue, cloudy sky.
  • A smiling man with short dark hair balances several large green coconuts on his shoulders, holding them in place with arms clad in black and red compression…
  • A professional dynamic microphone on a desk stand is tinted green and accented with three hand-drawn sparks, signaling it is live.
  • A square white note sits centrally atop a crowded breakfast plate, featuring the text "what your breakfast says about you" and a small haloed smiley face…
  • A bottle of Innocent 'orange with bits' juice is set as bait inside a humorous cardboard box trap on a wooden picnic table.
  • A white rectangular sign hangs in a retail space, flanked by short red velvet curtains.
  • A playful digital illustration centered on two crossed white flags under a rain of colorful confetti, squiggles, and stars.
  • Three Innocent smoothie bottles stand in a row, each wearing a whimsical, hand-knitted miniature hat.
  • A humorous infographic titled 'the innocent dog translator' features a light blue table with two columns.

Product imagery

39 images

Use Innocent’s own drink and packaging images when representing its products. The range includes smoothies, juices, shots, juice with added vitamins, juicy water, coconut water, and kids’ drinks. Product descriptions and illustrations on packaging or in product communications can carry the brand’s conversational humor; retain the product identity and its recipe context.

  • A beaded condensation-covered bottle of innocent Strawberries, Bananas & Apples fruit smoothie stands at the center of this product shot.
  • A condensation-covered bottle of Innocent Berry Energise super smoothie stands centered against a textured pink background with hand-drawn pink accents.
  • A bottle of pink Innocent creamy smoothie sits centrally, labeled 'LIKE STRAWBERRY CUPCAKES' with a haloed face graphic.
  • A bottle of innocent Smooth Orange pure fruit juice stands centrally, covered in fresh condensation droplets and topped with a blue cap.
  • A tall, condensation-covered bottle of teal-colored 'innocent Blue Bolt' juice sits at the center, surrounded by fresh fruit ingredients including a cracked…
  • A close-up product shot features a chilled, condensation-covered 'innocent Immunity Shot' bottle filled with bright orange juice.
  • A tall, green Innocent kids smoothie pouch featuring a cartoon fox and a white bendy straw is centered in a playful collage.
  • A light blue carton of innocent PURE COCONUT WATER stands vertically, covered in fresh condensation droplets.
  • A condensation-covered plastic bottle of Innocent Lemon & Lime Juicy Water sits centered against a pale yellow, textured background.
  • A vibrant studio shot featuring a condensation-covered green can of innocent 'JUICY WATER with bubbles' in lemon & lime flavor.
  • A vibrant studio shot features a tall innocent fruit and veg smoothie bottle containing deep ruby-red liquid, surrounded by its fresh ingredients on a pale…
  • A light green fruit and vegetable smoothie bottle is centered amidst fresh ingredients on a pale yellow background.
  • A condensation-beaded bottle of innocent fruit smoothie stands at the center, surrounded by fresh slices of apple, whole strawberries, and a halved banana…
  • A bottle of innocent Fruit Smoothie filled with orange liquid stands centered among slices of red apple, mango, and a halved passion fruit on a cream-colored…
  • A pale yellow innocent fruit smoothie bottle stands centered, surrounded by its fresh ingredients: a sliced pineapple half, two banana rounds, and a cracked…
  • A condensation-covered glass bottle of innocent Smooth Orange juice stands centered against a soft cream background, flanked by fresh orange slices and a…
  • A vertical product shot of a tall glass bottle filled with pulpy yellow orange juice, capped with a textured green lid and dotted with condensation.
  • A vertical product shot of a clear bottle of innocent Apple pure fruit juice, topped with a red cap and condensation on its surface.
  • A bottle of innocent 'SUMMER CRUSH' limited edition pressed juice is centered against a pink, grainy textured backdrop.
  • A bottle of innocent pressed juice sits center-stage, surrounded by its ingredients: chunks of pineapple, a mango slice, a halved orange, green grapes, and a…
  • This horizontal partnership graphic features the bright blue Co-op cloverleaf logo on the left and the Barnardo's logo on the right.
  • A condensation-covered glass bottle of pink innocent 'Apple & Raspberry' pure fruit juice stands center against a grainy pink backdrop.
  • A studio product shot features a bottle of innocent Apple & Mango pure fruit juice centered against a textured cream background.
  • A bottle of Innocent Summer Fruits juice stands at the center of a symmetrical fruit arrangement against a pale pink background.
  • A bottle of innocent Tropical Juice stands centered, its condensation-covered surface gleaming under bright studio lighting.
  • A close-up studio shot features a small bottle of yellow 'innocent IMMUNITY SHOT' with ginger, turmeric, and vitamin A+D.
  • A close-up product shot of an innocent brand 'GUT HEALTH SHOT' bottle surrounded by fresh ingredients against a textured pale green background.
  • A close-up product shot of a small innocent brand 'WAKE UP SHOT' bottle, filled with deep red liquid and covered in condensation droplets.
  • A vibrant product shot of an innocent 'CITRUS SHIELD' juice bottle surrounded by its fresh ingredients: sliced oranges, lemons, ginger, and carrots.
  • A vertical product shot features a chilled bottle of innocent 'GREEN ALERT' juice, covered in fresh condensation, centered against a pale green textured…
  • A beaded glass bottle of deep red Innocent 'BERRY SET GO' juice is centered against a textured pink background.
  • A vibrant teal juice bottle labeled 'BLUE BOLT' by innocent stands centered, surrounded by its raw ingredients: a cracked coconut, half a green apple, a lime…
  • A condensation-covered bottle of bright magenta juice stands centered against a speckled pink background, labeled 'innocent juice + vitamins INNER WINNER.'…
  • A studio product shot features a chilled Innocent Tropical Shield juice bottle covered in condensation, standing behind an artistic arrangement of its…
  • A condensation-covered bottle of Innocent Juicy Water lemon & lime is surrounded by fresh fruit slices against a textured pale yellow background.
  • A tall, condensation-beaded bottle of innocent Juicy Water in Pineapple & Orange flavor is centered against a light yellow background.
  • A cold, condensation-covered bottle of innocent Raspberry & Blackcurrant Juicy Water sits centrally against a soft pink background.
  • A light blue carton of innocent 'PURE COCONUT WATER' stands centered, surrounded by various pieces of cracked and whole coconuts.
  • A green-tinted globe on a matching stand sits beside a whole textured brown coconut, a sliced green apple, and a bright red strawberry.

Big Knit imagery

51 images

The Big Knit is an Innocent campaign connecting little knitted or crocheted hats on smoothie bottles with support for older people. Keep its imagery and campaign identity within that specific context. Its imagery features bottles in hats, knitters, and a wide variety of hat and character designs.

Knitting and crochet pattern examples

These patterns and examples belong to the Big Knit’s campaign context, not to Innocent’s general visual identity.

  • A line of colorful smoothies wearing miniature knitted hats shaped like vegetables, including a purple eggplant, a red tomato, and an orange carrot.
  • A close-up studio shot features a vibrant orange innocent mangoes, apples & passion fruits smoothie bottle wearing a small, knitted purple hat.
  • A woman with long, dark wavy hair and a friendly smile holds up her hand, wearing five miniature knitted beanies on her fingers.
  • A pair of hands is shown mid-stitch knitting a tiny red woolen hat, which is already perched atop an innocent 'STRAWBERRIES, BANANAS & APPLES' fruit smoothie…
  • A deep purple knitted beanie, crafted to resemble the top of an eggplant with a green yarn stem and leaves, sits atop a smooth orange fruit or vegetable.
  • A whimsical product shot features a deep magenta knitted beanie, shaped like a berry top with green crocheted leaves, perched on a condensation-covered red…
  • A forest green knit cap with a decorative ruffled top sits atop a textured orange surface, which appears to be a moisture-beaded citrus fruit or bottle.
  • A vertical product shot featuring an orange knitted cap with a pointed tip and green fringe, sitting atop an orange cylindrical bottle.
  • A vibrant yellow, hand-knitted miniature beanie with a top knot sits atop an orange, condensation-covered bottle.
  • A close-up studio shot features a small, gray knitted chef's hat resting on top of a red, matte-finish container covered in condensation droplets.
  • An orange knitted pumpkin hat with vibrant green curly stems sits atop a smooth, frosted reddish-pink bottle.
  • A vibrant yellow juice bottle, covered in cold condensation, wears a miniature dark green knitted cap shaped like a leafy stem.
  • A close-up studio photograph features a small, red knitted cap sitting atop the rounded pink cap of a smoothie bottle.
  • A miniature blue knitted beanie with a white heart pattern and a fluffy white pom-pom sits playfully atop the cap of an orange juice bottle.
  • A whimsical studio shot featuring the neck of a red smoothie bottle wearing a tiny, hand-knitted yellow beanie with a fluffy white pom-pom.
  • A close-up studio shot captures an orange juice bottle playfully wearing a miniature blue and white knitted beanie.
  • A small, cobalt blue knitted pom-pom beanie with a white trim sits snugly atop the rounded cap of a reddish-brown bottle.
  • A close-up studio shot shows a small, beige crocheted cap resting on the rounded cap of a vibrant orange bottle.
  • A vibrant red, hand-knit strawberry beanie with a small green stem sits atop the rounded cap of a chilled orange-yellow bottle.
  • A charming, hand-knitted blue tit bird sits atop the rounded cap of a green bottle against a solid mint-green background.
  • A thick, chunky-knit miniature beanie with a grey pom-pom sits playfully atop a smooth, pale green bottle.
  • A small, handcrafted brown and cream knit owl sits atop the neck of a frosted green glass bottle.
  • A charming, hand-knitted orange and white striped cat bottle topper sits on a light green surface against a solid mint green background.
  • A small, brown knitted monkey finger puppet with googly eyes and a stitched black smile sits atop a matte orange bottle.
  • A whimsical product shot features a small, hand-knitted beanie cap resting on top of a red smoothie bottle.
  • A small, orange-and-white knitted fox beanie is perched atop the rounded cap of a matte yellow bottle.
  • A small, crocheted amigurumi turtle sits atop a tall, rounded orange object, possibly a juice bottle, against a solid blue background.
  • A green knitted dinosaur finger puppet sits atop a smooth, pinkish-tan rounded surface against a solid pink background.
  • A quirky yellow crochet duck with googly eyes and a red beak is stacked on top of a textured blue crochet sphere.
  • A vibrant orange and pink knitted beanie with earflaps and a fluffy pom-pom sits playfully atop a smooth, dark brown rounded bottle top.
  • A tiny, hand-knitted red wool hat with a black tassel sits atop the rounded cap of a pink smoothie bottle.
  • A small orange and white hand-knitted fox hat sits snugly atop the curved cap of a vibrant orange bottle against a solid blue background.
  • A small, rust-orange knitted fox finger puppet sits atop the rounded cap of a maroon-colored bottle against a solid dusty pink background.
  • A whimsical studio shot features a small, hand-knitted green apple cozy with a smiling face, red cheeks, and a brown stem with a leaf.
  • A whimsical studio photograph shows a small, hand-knitted bottle topper shaped like a girl with bright yellow yarn pigtails and a braided blue headband.
  • A lime-green knitted cap shaped like a pear sits atop a smooth, sage-green bottle cap against a solid mint-green background.
  • A small, yellow knitted lion hat with a looped brown yarn mane sits atop the cap of an orange smoothie bottle.
  • A small, handcrafted crochet pineapple hat sits atop a smooth, sage green bottle, centered against a solid light mint green background.
  • A miniature red knitted hat resembling a British post box sits atop the neck of a plastic smoothie bottle.
  • A vibrant blue crocheted shark hat is perched atop the neck of a smooth, matte olive green bottle.
  • A whimsical hand-knitted sheep finger puppet, featuring a black face and white body with a moss-green base, sits atop a smooth green surface.
  • A whimsical studio shot featuring a tiny, tan and brown knitted cowboy hat resting atop the cap of a reddish-brown smoothie bottle.
  • A small, hand-knitted green beanie with a large, fluffy red pom-pom sits atop a smooth, pale green bottle.
  • A small, red crocheted beanie with a yellow stitched rim sits atop the rounded cap of an orange smoothie bottle.
  • A close-up studio shot featuring the neck of a red smoothie bottle wearing a small, tan knitted hat that resembles a panda with black pom-pom ears.
  • A whimsical studio product shot features a small, bright blue knitted beanie topped with a white pom-pom and a single black embroidered eye, resembling a…
  • A small pink knitted elephant finger puppet sits perched atop a human finger against a solid pink background.
  • A small, vibrant turquoise knitted beanie with a fluffy pom-pom sits playfully atop the rounded cap of a reddish-brown bottle.
  • A small, white crocheted unicorn finger puppet is perched atop a smooth, reddish-brown rounded surface.
  • A close-up studio shot features a small, white knit beanie with a large red heart design placed over the cap of a pink smoothie bottle.
  • A whimsical studio shot featuring a tiny, hand-knitted beanie cap perched atop a light green bottle.

Download Innocent’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Innocent’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 235 images and the logos. The font files belong to Fresh Trading Limited, so they’re left out.

Download the Brand SkillZIP, 12.6 MB

innocent-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ brand-imagery.md

│ ├ color.md

│ ├ logo.md

│ ├ typography.md

│ ├ product-imagery.md

│ └ big-knit-imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from innocentdrinks.co.uk on 30 Oct 2026. It isn’t Innocent’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Innocent and its logos are trademarks of Fresh Trading Limited. Rainbrand isn’t affiliated with or endorsed by Fresh Trading Limited.

Make one for
your brand.

Add Rainbrand to your agent and give it your website, brand guide or files. Rainbrand builds a Brand Skill like this one and keeps it up to date.

Get startedRead the docs

  1. Open the Rainbrand plugin and add it.

    Open Rainbrand plugin (opens in a new tab)

  2. Connect your Rainbrand account when asked. It works in ChatGPT and in Codex.

See all brands
The brand layer for agents

Rainbrand builds and maintains shared brand context for your agents and products

Get startedRead the docs (opens in a new tab)