Afterhours - CocoPro
" Relaunch of the brand identity and packaging for CocoPro, a range of all natural, high protein coconut water created by a team of sports professionals & nutritionists with the ambition to grow the brand from its roots in the specialist fitness sector to connect with a broader, health conscious audience.
We developed a new positioning which identified Cocopro's dual properties of hydration and muscle repair as the perfect solution to keeping the body in optimum condition whatever the demands of a busy, active lifestyle.
The new design seeks to articulate this promise symbolically through the use of a new brand target icon.The target is created from stylised cross sections of photography of the ingredients within. The negative space is created from photography of coconut flesh on closer inspection. This target motif is a visual representation of how the ingredients of Cocopro provide the fuel to help you achieve your daily goals.
The new, hand drawn logotype is composed of letterforms based on circles to further reflect the simple structure of the brand target it connects to.
The overall look and feel is intended to strike the optimum balance between clean, functional efficacy and a tasty, natural grocery brand, leveraging the product's superior nutritional credentials whilst also reassuring on taste."
Designed by Afterhours