Lewis Moberly has created naming, brand identity and packaging design for Coconutea's Organic King Coconut water drinks. Coconutea is the brainchild of entrepreneurs Sanjiv Rai and Calvin Lobendhan to extol the virtues and health benefits of King Coconut water. They partnered with Lewis Moberly to create a holistic design solution that would have the potential to disrupt the luxury health drink market.
The King Coconut is native to Sri Lanka and has been used for centuries in Ayurvedic treatments and medicines. Despite being well known in Sri Lanka, the benefits of King Coconut are little understood in the West. In Coconutea, the King coconut water is combined with the finest Sri Lankan green tea and natural fruit flavorings to create a new organic, health-optimizing drink.
Coconutea targets the affluent, young and health-conscious - an over-catered consumer market. The first step came in the naming of the brand. 'Coconutea' aptly sums up the ingredients and joyfulness of the brand - a simple, vibrant and nourishing concoction of King Coconut with refreshing tea flavors.
"Our challenge lay in how to cut through," commented Emily Fox, Creative Director, Lewis Moberly. "We developed a packaging design, which let the name do the talking, heroing the product and dispensing with outdated juicy coconut graphics."
The refreshing drink is presented in single-serve 250ml, easy-recycle, glass bottles; an important consideration of the design and brand overall. The 'Coconu' echoes the rounded shape of this exotic fruit whilst the 'Tea' has a more spontaneous experimentation letter. The design separates the two main ingredients, engaging the consumer.
Pops of muted colors and a graphic rendering of palm tree leaves, sit atop the lid and seal the drink to denote the six flavor variants: lemon, peach, pineapple, soursop, passion fruit and strawberry.
Sanjiv and Calvin also wanted to ensure that the accents of Sri Lankan culture - the inspiration behind the brand and was communicated in the brand identity. On the seal of the lids, Sinhalese icons, meaning 'King' are incorporated in the design, reinforcing provenance and authenticity.
