To launch a new range of coconut based food products. The packaging to clearly communicate key health benefits in a crowded and confusing market place.
A friendly healthy choice.
By jumping head first into the coconut phenomenon… We discovered a wealth of celebrity endorsers, chef recommendations and social media influencers singing the praises of this tropical wonder nut.
However, we were quick to realise that the market failed to clearly communicate any product benefits. We also found that on the whole, packaging lacked strategy and any real personality.
As the name ‘Puro’ suggests, it was key to communicate that the product uses only pure coconuts. Never bleached or chemically refined. To demonstrate this, our strategy was to keep the messaging clear and the packaging easily identifiable for consumers to digest.
BRINGING IT TO LIFE
With this in mind, a colouful and friendly illustrative approach was taken. This, combined with a simple and clean typographic style, ensured relatability and engagement with health conscious consumers.
As versatile as the product itself, the chosen concept was adaptable. And not just to alternate pack sizes, but ultimately to a range of fun snacking products with added ingredients – enabling the power of coconuts to be enjoyed throughout the day.
By capatalising on the market opportunities, Puro has been a massive success since it’s launch, outselling established competitors by achieving cut through within its first six months.