R U Coco? believe that you should not only drink great-tasting coconut water, but it should also be good for the farmers that grow the product, the land where they are grown, and the local community. We worked with a team of young marketers and production people based in Southern Thailand, who looked at their Thai coconut business more ethically. It was a challenge to the consumer to consider a new brand in this crowded category; with plans for it to be a robust platform to build a more comprehensive product range and community-minded advocacy group - championing local farmers and ethical production houses and ensuring profits are shared equitably.
We designed the identity around the idea of a rainbow; this was a reflection of the team behind the brand and their backgrounds and values: community, inclusion, enjoyment, and potential. A hand-drawn, earthy, organic visual style is used throughout the design language, adding a humanistic warmth and playfulness across packaging and consumer touchpoints. The rainbow adapts across various products and pack shapes by changing colour, size and positioning. Secondary type and illustration elements are used to reference specific product messages. Coconut waters have a simplistic white and blue palette; coconut milks use warm pastels, while coffee-based products utilise richer colours and soft browns. We developed a copywriting tone of voice and illustration style that was equally whimsical, laid-back and conversational, not preachy or too worthy.
The result is a spirited local brand proudly displaying its cause, showing how the humble coconut can make a difference in a community. It has a purpose and mission, but with an infectious positivity.
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