I noticed when shopping that Innocent’s copy on their packaging is very sarcastic and informal. It makes it especially feel as though the packaging is talking to you directly. This is because it gives you challenges and games as well as informing you of all the ingredients in the drink. It makes it a fun way to inform you of all the dietary requirements and ingredients.

I would like to apply this use of fun copy to my own champagne label and really have fun with playing around with words.


call me x innocent



inncent label



innocent packaging side


side packaging


tales from your tongue innocent



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