
Saw this the other day. Brought to mind a few things I've been thinking about recently.
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.
Anyway, Eat Natural, are obviously trying to be like Innocent for a different reason.
I like it. Nice website too.
But what I really, really, like is all the black. Most people when faced with a start-up healthy food brand would have said, "you never use black on food products" "black is too... death" "black isn't fun" "black isn't healthy". But they didn't say that. They used black and it looks good. Pats on backs.
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