Innocent King

Way back in August 2005 I wrote these wise words.

"At the moment every start-up that approaches us for an identity says without fail, "We want to be like Innocent Drinks". I don't mean a few, or most, but all of them.

Now that's fine. I like Innocent a lot. I like the drinks, I like the people, I like their offices (I've been there) and I like the branding. But everyone can't be like Innocent. HSBC can't be like Innocent. BA can't be like Innocent. Tesco's can't be like Innocent.

Don't get me wrong, starting a company and aiming to be like innocent Drinks is no bad thing. It's just that when people say "We want to be like Innocent Drinks" what they really mean is "We want fantastic, consistent, witty, clever branding. You know like Innocent." Which is a different thing entirely."

Now take a look at these from Burger King.

Remind you of Innocent don't they?

I can't decide if I like them or not.

I like the fact they've tried to do something different. I like the one written backwards. I like the font and I quite like the boxy-ness but it's not brilliant.

I don't like the copy. It's alright, but it doesn't hit home like Innocent does. It doesn't touch a nerve, it doesn't reach that bit that makes you think "Oh yeah, I was thinking that". It feels to average. Too OK.

So do I like it or not? Probably not I guess. What do you think?

Comments

[Will]

I think it doesn't work because it's too slogan led; almost like the copy was written by someone who had to refer back to the slogan at all times in order to sell it to the client.

Innocent's stuff works because I think that they place less constraints on the agency.

[Ben]

Innocent write all of their stuff in house. Maybe that's the answer.

[Will]

Good writers AND producers of decent smoothies? They have just gone up in my estimation.

Good article on them here:

http://www.design-council.org.uk/webdav/servlet/XRM?Page/@id=6048&Session/@id=D_783OFuIOCGfHenw5tfiG&Document/@id=3517

[Blip]

I don't like it. The copy doesn't feel sincere. Feels like it is trying too hard.

[perrine]

Hello,
I like the font of innocent drinks too. Could you please tell me what font it is? ;)
Thanks a lot!!!