The Innocent Drinks Design Culture Discuss and illustrate the extent to which a ‘design culture’ in an organisation can give it competitive advantage.

I. Introduction

In 21st century, the organizations are entering a brand new era full of opportuni-ties and innovations, and great changes have taken place in companies’ attitude to-wards some traditional practices. Design has become an essential issue. As the writer in “Designing the 21st century” observed:

Throughout the industrialized world, manufacturers of all types are in-creasingly recognizing and implementing design as an essential means of reaching new international audiences and of gaining competitive ad-vantage.

The term of Design culture can be defined or represented in many ways because different industries and companies have different design culture. The importance is the output or result of each different Design Culture, what is the image on the cus-tomer, and what is the impact on the company performance.

II. Purpose

This essay will look into the “Innocent Drinks”, a company based in United King-dom that produced smoothie (a kind of drink that blend juice and fruit with yogurt or water). The content will focus on the Innocent Drinks’ background, work force, brand identity , decision making, packaging and distribution in order to understand its ‘de-sign culture’ and how it influenced the company. Finally, what competitive advantage that design culture can give to Innocent Drinks.
III. Background

Innocent Drinks was start by three young people, Richard Reed, Adam Balon and Jon Wright, who graduated from Cambridge. In 1998, they started to make smoothie and sold in a music festival in London. The consumers were ask to throw the empty bottles to two bins, “yes” or “no”, to let the consumers decided whether three of them should keep making smoothie. After the festival the bin of