London-based design and brand studio ShopTalk recently partnered with the innocent drinks brand to create a digital platform as part of the "Big Rewild" campaign. ShopTalk created a digital hub which forms an integral part of the digital toolkit for innocent's campaign content – from core information on carbon reduction plans to rewilding inspiration and activities.
The interactive site sits alongside innocent's digital strategy, limited edition pack and OOH advertising to bring together the campaign and drive awareness and support for innocent's rewilding initiatives.
ShopTalk’s design is built to delight and engage people, with an emphasis on assets that encourage interaction and participation – first online and then in the community. The design overall captures the attitude of the Big Rewild project – leaning into green tones, natural textures, and interactive elements.
To learn a little more abot the Big Rewild project and how ShopTalk were able to bring the platform around it to life, we spoke with the agency's Creative Director and Co-Founder James Wood to go behind the idea.
What was the brief?
We were brought on to develop the platform and supporting campaign for the Big Rewild – a task that demanded translation of incredibly complex material into a playful, easy-to-understand UX that would support, not distract from, the campaign’s drive to bring people back to nature.
How did the initial pitch/brainstorming phase go?
We had already worked with innocent on the global redesign of their website, so we already had a solid way of working and relationship. As you can imagine the team at innocent are super creative (and fun) which meant the brainstorming phase allowed us to explore lots of different ways to bring the campaign to life online.
What was the process behind ideating the concept?
We wanted to build a design that was fun whilst getting the important climate-action messaging across, with an emphasis on assets that encourage interaction and participation – first on the site and then in the community.
One stand-out element that we enjoyed creating is the “Spin the bottle” game, which prompts users to spin an innocent orange juice bottle to receive a random challenge that inspires them to take an action toward rewilding and saving the planet.
We aimed to capture the overall attitude of the Big Rewild through our design, leaning into green tones, natural textures, and interactive elements. Quizzes, maps, interactive easter eggs, and a dynamic counter that tracks the trees planted in orchards as part of the campaign infuse innocent’s recognisable playful-yet-informative positioning into the digital hub for a brand experience that’s both inspiring and reinforcing.
What was the production process like?
The production process went really smoothly. We had a strict timing plan that we needed to stick to, and the timings gave us the time we needed to really bring the creative to life. We had regular check-ins with the team at innocent and took them through each of our creative presentations via Zoom which allowed us to answer any initial questions quickly. It helps when the innocent team are a breeze to work with too.
What was the biggest challenge during production? How did you overcome it?
For us one of the biggest challenges was ensuring the global site that we created was suitable for all the individual markets that were involved in the creative process. Throughout production, we had regular check-ins with the local teams (From Spain to Germany) at innocent to make sure the modules we were creating for the site were applicable to all markets taking part in the campaign.
What kit/tools/software were used to create the project?
Figma was the main tool we used, but we also used After Effects and Illustrator.
What is one funny or notable thing that happened during production?
Hmm, that’s a tricky one to answer. Whilst not completely answering the question, what we discovered was just how many people are supporting rewilding projects. From the smallest corner of a balcony flat to larger green spaces, just how important this can be for our environment.
What’s the main message of this project and why does it matter?
Alongside the powerful service the campaign provides is a throughline of crucial messaging around innocent’s sustainability credits. Digital, pack, and OOH assets for The Big Rewild all combine to drive strong awareness and support for the carbon neutral initiatives that innocent is enacting within its business and beyond.
The Big Rewild experience is the perfect example of the big opportunity for brands to pursue environmental and business sustainability in tandem. We’re seeing innocent leverage its purpose for actual action, while simultaneously raising brand awareness.
How long did it take from inception to delivery?
We started the planning for the project in September, and by the end of January we had wrapped up the designs, which we handed over to Coke to commence the build. The site went live at the end of April.
What do you hope it achieves for the brand?
Our design for The Big Rewild is tailored to help Innocent educate and inspire people to evolve their approach to their environment. It’s a testament to the brand, and to its audience, that a campaign like this is even possible –we’re really proud to be part of this initiative and to have partnered once again with innocent to help them bring the Big Rewild to life.
Credit list for the work?
ShopTalk
James Wood – Creative Director
Paul Ferry – Director
Ellie Bissett – Account Director
Coralie Carre – Design Dirctor
Nick Wood – Senior Designer
Ellie Ghafouri – Mid-Weight Designer
Jazz Bhogal – Junior Designer
innocent
Georgie Fogelman
Anna Clare
Coke team
