How to transform a global brand’s irreverent tone into a local voice with personality, empathy and humour, without losing its essence.
innocent drinks
Tags
localisation, transcreation, brand voice, social media management
Credits: innocent.portugal
innocent drinks is a British brand that blends ethics, lightness and irreverence with delicious smoothies and messages full of personality.
What was the challenge?
How do you adapt such a distinctive brand voice — playful, ironic and kind — to the Portuguese cultural context without losing its British DNA?
The goal was to localise and adapt, not just translate, ensuring the brand spoke fluent Portuguese while keeping the witty tone that makes it unique.
What I did in this project
I localised Innocent’s website into European Portuguese.
I translated what needed to be translated with cultural sensitivity, and created original text whenever it made sense, always preserving the brand’s tone of voice.
I adapted advertising campaigns.
Building on the main concept and business objectives, I created content with a local flavour, weaving in Portuguese cultural references whenever possible.
I managed social media content.
innocent’s brand voice remained consistent across every touchpoint: website, social channels, product catalogues, B2B communication and consumer-facing messages.
I immersed myself fully in the brand.
I joined workshops with the creative team in London to ensure a deep alignment with the brand’s culture.
The brand found its Portuguese voice while still remaining unmistakably Innocent.
Strategic localisation brought closeness, coherence and a brand presence that felt alive and memorable. The content sparked empathy, consistency and recognition, helping build a digital community aligned with the brand’s values and unique tone of voice.
High-Quality Work
For 6 years, Rafaela consistently delivered high-quality work and ability to adapt innocent’s tone of voice, craft engaging content and ensure brand consistency was valuable to our projects and helped us find a voice in the Portuguese market.
Alba Calatayud, Brand Manager, innocent drinks
