Coconox branding
Coconut products manufacturer
Coconut products manufacturer
Coconox is a sub-brand of Knoxx global that specializes in coconut products such as coconut cream, milk, water, oil, etc. The company operates mostly in the HoReCa segment but is planning to reach new consumer markets and sell its products in the national supermarket chains.
Challenges
Originally the board of directors wanted to use the company name “Knoxx” and its logo for the new line of coconut products. The main problem was that the logo was too generic and didn’t tell the story. It wasn’t able to reach to the consumer's desire to feel those island vibes and the lightness associated with coconut flavor. Our goal was to come up with a name and a logo that is more playful and is capable of communicating the feeling of being on a sunny island. At the same time, it had to have strong ties with the original company name to keep building a stronger brand as the company is pretty well known and has its fans.
The second challenge was to move the brand to consumer markets but still be suitable for the HoReCa segment, where the company already has many customers. Its products are used by chefs known for Indian and Indonesian cuisine in Australia and New Zealand.
Mood and Inspiration
Realization
The solution was the name Coconox. It’s playful, paints a really clear picture of a coconut, and is well associated with the company name “Knoxx”. For the logo we decided to use the first two letters “CO” and give them some nice island vibes, where C represents a wave and O represent a sun. We also developed a custom typeface that is similar to the one used on other products from the company.
To fight the second challenge, we came up with illustrations and patterns for the whole corporate identity concept to give it an authentic and playful look, but at the same time very clean and minimal to attract not only everyday consumers but also chefs and professionals who use company’s products in their restaurants and hotels.
