Coconut Merchant has grown an impressive following since their launch in 2014. They now sell the world's largest range of coconut products, in shops such as Holland & Barrett, Selfridges, Tesco, on Ocado and Amazon. Coconut Merchant decided it was time for an update to the visual identity with a full brand redesign, to further boost their position as the leading coconut brand.
Consumer research determined that the brand yellow was a recognised aspect of the brand, so I wanted to make sure this was kept across the new brand design. I was keen to make the coconut take centre stage on the new branding; drawing more attention to its delightfully-clever versatility, as well as injecting more personality into the brand. As Coconut Merchant didn't want to discard their established merchant icon, I decided to replace the main logo graphic with a friendly rowing boat – a subtle nod to the existing ship. The boat is captained by the clever coconut itself, with a wooden spoon for an oar – naturally! The new packaging labels also celebrate the mighty coconut.