Bloom is now Rainbrand

(Brand guidelines) // Food and drink

Innocent brand
guidelines

Innocent’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from innocentdrinks.co.uk.

Download the Brand Skill
innocent logo: the lowercase wordmark above the dude with his halo, in green
  • Grass#527525
  • Cloud#FFFDF1
  • Sharpie black#212721
  • Apple#74AA50

About Innocent

Innocent Drinks makes fruit- and vegetable-based drinks with a purpose of making it easier for people to live well through the delicious goodness of fruit and veg. Its identity pairs a warm, playful voice with straightforward, nature-led messaging.

Use the innocent logo, the lowercase wordmark above the dude with his halo, as the brand signature. Keep the wordmark lowercase. Use the dude on his own when the design calls for a symbol without the name, and keep his hand-drawn shapes as they are rather than redrawing them.

Innocent colors

  • Grass

    Signature green: the logo, headings and accents

    HEX
    RGB

  • Cloud

    Warm off-white backgrounds and the logo on dark grounds

    HEX
    RGB

  • Sharpie black

    Text

    HEX
    RGB

  • Apple

    Lighter green accents

    HEX
    RGB

  • Bud

    Pale green highlights and backgrounds

    HEX
    RGB

  • Mango

    Fruit accent

    HEX
    RGB

  • Guava

    Fruit accent

    HEX
    RGB

Innocent fonts

  • Innocent Sans

    Headings · 700, Body · 300, Emphasis and display words, in the Super weight

Font names only. The Brand Skill download doesn’t include font files.

Innocent’s voice

Write with friendly, conversational confidence. Make fruit and veg, taste, and doing good feel accessible rather than worthy or preachy. Give the copy a light comic turn: puns, unexpected comparisons, small absurdities, and a direct aside to the reader are all characteristic. Let the joke support the point instead of obscuring useful information. Explain product and nutrition details plainly, and keep health claims measured.

  • “we make drinks out of fruit, veg and anything else nature has going spare”
  • “The lesson here? Drink this smoothie for your health or bathe in its juicy strawberries for your love life. The choice is yours”
  • “An otter tap dancing in a top hat to Marvin Gaye. We’ve thought long and hard about it, and that’s the closest we can get to the smoothness of our orange juice”

Dos and don’ts

Do

  • Keep the name lowercase, in the logo and in copy: innocent.
  • Lead with fruit and veg, taste, and the ease of doing yourself some good.
  • Write like a person: use everyday language, a knowing aside, and a playful joke when it helps the message.
  • Make factual product and nutrition information clear, and keep claims within the wording and scope supported by the product or subject.

Don’t

  • Don’t redraw the dude or retype the wordmark in another font; the hand-drawn shapes are part of the character.
  • Don’t let a joke make product information or a health-related claim unclear.
  • Don’t make the voice stiff, corporate, or preachy; keep it warm and conversational.

More from the Brand Skill

Brand imagery

Use Innocent’s own brand photography, illustrations, editorial graphics, and campaign visuals as visual references. The brand’s public storytelling brings fruit and veg, everyday life, people, farming, and the company’s work together.

Product imagery

Use Innocent’s own drink and packaging images when representing its products. The range includes smoothies, juices, shots, juice with added vitamins, juicy water, coconut water, and kids’ drinks. Product descriptions and illustrations on packaging or in product communications can carry the brand’s conversational humor; retain the product identity and its recipe context.

Big Knit imagery

The Big Knit is an Innocent campaign connecting little knitted or crocheted hats on smoothie bottles with support for older people. Keep its imagery and campaign identity within that specific context. Its imagery features bottles in hats, knitters, and a wide variety of hat and character designs.

Knitting and crochet pattern examples

These patterns and examples belong to the Big Knit’s campaign context, not to Innocent’s general visual identity.

Download Innocent’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Innocent’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

innocent-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ brand-imagery.md

│ ├ color.md

│ ├ logo.md

│ ├ typography.md

│ ├ product-imagery.md

│ └ big-knit-imagery.md

└ assets/logos/

├ innocent-icon-2.svg

└ innocent-icon.png

Rainbrand’s Brand Agent built this Brand Skill from innocentdrinks.co.uk on 30 Oct 2026. It isn’t Innocent’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Innocent and its logos are trademarks of Fresh Trading Limited. Rainbrand isn’t affiliated with or endorsed by Fresh Trading Limited.

Make one for
your brand.

Add Rainbrand to your agent and give it your website, brand guide or files. Rainbrand builds a Brand Skill like this one and keeps it up to date.

Get startedRead the docs

  1. Open the Rainbrand plugin and add it.

    Open Rainbrand plugin (opens in a new tab)

  2. Connect your Rainbrand account when asked. It works in ChatGPT and in Codex.

See all brands

Rainbrand builds and maintains shared brand context for your agents and products.

Get startedRead the docs (opens in a new tab)