Since it was founded back in 1999, innocent drinks — a company that produces smoothies and juice — has pursued its dream to “make it easier for people to do themselves some good.” Over the years, innocent’s dreams have gotten bigger and bigger and now, the brand is on a venture to keep people healthy, support the communities that are in need, and assure that nature gets back on its feet. All of these ambitions are mirrored in what the B Corp company does: It offers refreshing drinks to feast on customers’ taste buds and boost their energy, it gives 10% of profits to charity, and has pledged to become carbon neutral by 2025.
To give Mother Nature a helping hand, innocent has launched the Big Rewild project, a campaign through which the company plays its part in climate action and invites people to support it in its ambitious efforts. To do so, the brand reached out to the London-based and brand studio ShopTalk, asking the creatives to sew these admirable plans of theirs into a user experience that’s entertaining, catchy, and appealing to consumers.
James Wood, Creative Director and Co-Founder of ShopTalk, comments: “We were brought on to develop the digital platform which demanded translation of incredibly complex material into a playful, easy-to-understand user experience. The Big Rewild hub is designed to inform and inspire people to learn more about innocent’s rewilding projects and get involved in the campaign. We’re proud to have partnered once again with innocent and helped them bring the Big Rewild to life.”
The designed hub forms an integral part of the digital toolkit for the brand’s initiative content — which spans from info on carbon reduction plans to rewilding inspiration and activities. Sitting alongside innocent’s digital strategy, limited-edition pack, and OOH advertising, the interactive platform is planned to raise awareness of the brand’s mission in a fun — yet educational — way. Built to communicate its rewilding efforts and engage and inspire people to take action and support innocent in this adventure of theirs, the website’s design features a fresh look, while its walls are adorned with floral visual motifs.
Infused with natural visual elements, this digital garden the London-based studio carefully brought to life is so eye-pleasing that one can almost feel as if they are on a meadow, where a breeze carries the pleasant smell of the flowers from one corner of the platform to the other. Framed by bouquets of flowers, the site’s interactive side is enabled via quizzes, maps, easter eggs, and more.
There’s also a “spin-the-bottle” game, which invites internet users to spin an orange juice bottle to find out what actions they can take to help save the planet. Will it be “grow your own fruit and veg” or “buy some plants?” Of course, these are some ideas listed by innocent to encourage people to take action toward rewilding. But there are more; just head over to the platform and give the bottle a spin to discover some other tips!
If users feel like doing more, at the right top corner, they will find a “really green switch,” which they can turn on to “make trees proud of [them].” What does this exactly mean? Upon pressing the energy-saving button, users activate a green version of the platform, thus lowering the carbon footprint of innocent’s website in a fun way.
“Our Big Rewild campaign aims to show how we can use the power of nature for positive impact; all while making urban communities and the planet healthier places to be,” explains Sam Akinluyi, Managing Director at innocent drinks. Just recently, over 6000 flowers, plants, and trees have bloomed in London’s Trafalgar Square as part of innocent’s initiative to show people the importance of spending time in nature while also emphasizing the many benefits rewilding brings to the ecosystem.
So, fancy checking out the brand’s digital platform and start your own rewilding adventure?
