3.2 Personality
Innocent is particularly good at keeping the personality created by the language consistent and coherent across all platforms and points of sale (points of contact with customers). The type of humour discussed in the previous two examples is just one manifestation of that.
Activity 6 The Innocent website
Look at the Innocent Drinks website and take a few minutes to think about how the brand is displayed. Chris mentioned the brand speaking in a slightly cheeky way. Can you find linguistic evidence of that in the image? What grammatical features could indicate ‘cheekiness’? Does it connect with what you noticed on the drinks carton?
Discussion
Websites change of course, and the notes here are based on the homepage at the time of writing (February 2026). It’s difficult to say what language might be characteristic of cheekiness, but it definitely relates to informality and the type of humour already discussed. Notice the lowercase headings, and colloquial/imprecise expressions – for example, at the time of writing, these included ‘plot twist’, ‘things we make’, ‘the Big Knit’, and ‘fruit & veg forever’. These are all markers of informality and mimic how people speak in everyday contexts. Speech is also imitated in the direct address of the audience (‘hello, we’re innocent’), and invitations to do things (commands like ‘give us a follow’, ‘get in touch’). Notice also the humour in the image of a microphone next to the words ‘something to say?’ and the rocket at the bottom of the homepage with the words ‘back to the top’. Once again, there is a slight element of the absurd with associations of childhood, as on the packaging. You’ll no doubt have noticed similar features on the website, whenever you view this, and they all tie in with what is on the drinks cartons.