The COCONAUT® brand was founded in 2017. Over the past three years, it has rapidly gained popularity and expanded into new European markets. In addition to pure coconut water from young coconuts, the brand offers a mix of coconut water with NFC fruit juices, including pineapple, watermelon. They added new flavors to the lineup this year: yuzu, mango, and white peach. Following a redesign, the new, clean look gives the products even more energy and strengthens brand recognition.
What sets the COCONAUT® brand apart is its ability to go beyond a purely functional product and become a popular lifestyle beverage among health-conscious consumers seeking natural, low-sugar options.
Behind the brand’s creative concept are two multidisciplinary designers who form the creative boutique MEDIUMRARE: Andrzej Kostus and Dawid Jaworski. Andrzej Kostus is also the creator of the visual identity and packaging design.
The main goal of the packaging redesign was to increase brand awareness and draw consumers’ attention to a stronger color-coding system. The illustrations depicting the brand hero, which had previously dominated the design, have been simplified and now serve as a subtle detail, referencing the brand’s origins. As a result, the logo and brand name are now more visible on the market shelf, and the clearer color coding allows consumers to recognize their favorite flavor more quickly.
The COCONAUT® brand redesign was met with an exceptionally warm reception from consumers, sparking their curiosity and desire to discover the brand’s new products.
CREDIT
- Agency/Creative: mediumrare
- Article Title: Mediumrare Refreshes Coconaut With a Vibrant Packaging Redesign That Strengthens Shelf Impact and Flavor Recognition
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Poland
- Agency/Creative City: Poznań
- Market Region: Europe
- Project Deliverables: Brand Design, Creative Direction, Logo Design, Packaging Design
- Format: Can
- Industry: Food/Beverage
- Keywords: packaging, coconut water, beverage, redesign, logo lifting
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Credits:
Client: COCONAUT®
Creative Director: Andrzej Kostus
Packaging & Brand Design: Andrzej Kostus
Photography / Art Director: Dawid Jaworski
Photography: Łukasz Urbanczyk
Set Designer: Magda Sikorska / Orugoru Studio
Assistant: Roman Duczkowski
