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Brief Published: 21 Jul 2011

Innocent’s Hungry Book


Mining the same vein as Ikea’s Homemade is Best cookbook, British smoothie brand Innocent has launched its own title: Hungry? The Innocent Recipe Book for Filling Your Family with Good Stuff.

Featuring similarly minimal yet colourful layouts and type, the Innocent cookbook is aimed at families with small children, highlighting more than 100 recipes, entertaining activities and useful hints and tips.

As a brand initiative, you would expect to see a number of Innocent’s logos or products placed strategically throughout the book, but that’s not the case. Instead, Innocent adopts a more subtle approach by building a brand ideology based on its customers and the lives they lead.