IDENTITY BRANDING STRATEGY
Organic Coconut Oil has made a massive impact on peoples diets with its cholesterol reducing impact and aromatic flavour profile. Often used by celebrity chefs and nutritionists as an accompaniment to a wide range of foods and as a natural alternative to heavily processed seed oils. To help position their brand right in the centre of this phenomenon, Cocos Tree in Fiji approached us to develop a Brand Identity and Packaging system for their range of culinary oils along with the opportunity to skin their own motorsport car. How could we refuse?
After a series of territories explored, the design we created of the palm leaves that form the body of the plant and combine into one distinctive inverted C shape was chosen. This identity allows them to use the device as a unit or as in the case of the car livery, as separated fronds that ‘wrap’ the rear of the car.
The effect is striking on the race track and very much a reference to the palms as they move freely in the winds across Fiji. For the packaging system we used a more botanical illustrated approach that sites between organic and origin inspired design language as the product often remains on the kitchen works surfaces. This gives the semblance of quality and crafted ingredients which are at the heart of the brand.