cococean 品牌重塑

cococean is a coconut drink chain founded in 2015 in Beijing. Dedicated to making nutritious and tasty Thai coconut more accessible by offering close-to-hand stores everywhere and flavorful options that taste great. They came to us with a clear need: to help them figure out their value proposition and expand the brand through their chains across China online and offline with a more consistent identity. After our research synthesizes, coconut water is not solely a commodity cococean offers to the market. We surprisingly found that there is a healthy life view and lifestyle they aim to introduce to the wider world. We integrated a new motto—“always live like an islander”—into every part of cococean’s daily operation, from its product R&D to brand communications. Focusing around a central character, a coconut with a straw in it, their former identity was predominantly led by illustrations of it in various organic, witty situations. Though these illustrations had already gained a place in their fan’s hearts, a bigger challenge is facing them: the illustrator-initiated illustrations are too unique to be extended by in-house, which is an obstacle to further expansion. We were asked to help them articulate their value proposition in a clear and compelling way and communicate it with a new, adaptable visual system. It became apparent to us that one side of the coconut product spectrum is processed coconut-flavored beverage, and the other side is dizzying coconut tea provided by tea drink chain brands. Overall, consumers usually view coconut drinks as stereotypically a commodity to be beloved by coconut extreme users. Compared with the coffee landscape, there are tons of life routines and living spaces derived from coffee culture. Consuming a cup of coffee is never just for the sake of drinking coffee, but also a very moment giving people joy and creativity to get started their day. It turns out that having an easy enjoyable healthy moment perfectly matches natural coconut water consumers’ aspirations. These insights led to our re-examining the status quo and identifying what ought to be the new industry standards for life, which requires a rebalancing of health, comfort, and self-fulfillment. Nowadays, coconut drinks are no longer a new rising beverage in the market anymore. It successfully gets into people’s daily life and gradually plays an important role in consumers’ healthy lifestyle. Starting from a small shop, cococean has opened more than 30 shops now nationally, driven by their cohesive goal and mission of making nutritious and tasty choices more accessible. Having held more than 100 outdoor events, cococean aims to create meaningful moments through its thriving community of like-minded, temporary islanders. We, with the same spirit, would like to resonate with more people and bring a healthy, joyful impact to the wider world. We would also like to keep shaping a more sustainable future with like-minded brands.

cococean在2015年成立于北京，带着“让健康美味的饮品更可得”的目的，提供营养、天然的高品质椰子水。从2021年开始，在店面快速扩张的需求下，原有视觉系统已无法适应、难以延展，于是品牌希望我们能帮助其找到适合自己个性的定位，并由此发展出新的线上线下视觉系统。 (构想) 基于这些观察发现，我们提出了一个适合cococean理念的发想：创造心怀绿岛的生活方式。受到海岛式生活的启发，cococean不仅仅是把天然、原产自泰国的优质椰子水作为一个产品带给城市居民，更重要的是在城市中充当一个媒介，重建人与他人、朋友、自然之间的关系。于是，如何保留品牌原有插画的性格、体现其品牌愿景和使命，创造个性鲜明又易延展的品牌形象成为了我们的设计挑战。 (设计) 视觉策略上，我们创新地提出了以“幸福岛民”为基础的可延展的插画系统。这个系统由以椰子及其他健康有机配料为灵感创造的岛民形象组成。我们设计了一套属于品牌的插画绘制方法，让任何人都可以画出这样可爱的形象。在这个系统中，所有角色可以自由成长，每一幅插画都像是真正发生在cococean这片城市绿岛上的故事。