1. Innocent Nothing but fruit

2. Target audience Everyone who wants to stay healthy. Juice, smoothie and fruit fans. They have smoothies and juices for adults and kids.

3. Brand image Five values: Be natural Be entrepreneurial Be responsible Be commercial Be generous

4. Name Innocent 100% fruit and 100% natural No taste substances, fragrances or dyes.

5. Positioning People who like smoothies and juices. People who appreciate natural products. People who want to take care of the environment. People who want to live a healthy life.

6. Packaging The environment is very important! Aim to make the packaging as sustainable as possible. Best way to do this: measure the carbon impact of each of our packs. As little material as possible per pack Go for recycled, renewable material Use materials and pack formats that are easy to recycle Deliberately avoid high carbon materials

7. Slogan Nothing but fruit! Good slogan! Purpose: make natural, delicious food and drinks that helps people live well and die old. Fruit = healthy  live longer!