Upon entering the site you are immediately met with a real sense of their ethos, this is helped by the use of 2.5D illustration/animation style giving you the impression of a brighter more innocent world and flipping from page to page more enjoyable than most sites.
Although I say wouldn't "feel good" have applied a clean design to their site it's still very visually appealing and easy enough to navigate. "Feel good" have also found an effective way to manage the text to image ratio across the site by setting the text on sign-post mainly situated at the front of the images and that load separately once most of the image has arrived so as to make them more noticeable.
This method is entertaining and keeps you engaged at first but if you're as impatient as most the loading time of the pages has the possibility of becoming a little tedious. This said I would rather take a few extra seconds of the "feel good" world over the fast loading pages of "innocent smoothies" with their nauseating jumping text.
Overall you have to agree that "feel good,” convey their message well through the site projecting a more innocent image than "innocent".
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