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Coconutea has launched their all-new Organic King Coconut water drinks, featuring naming, brand identity and packaging design by leading design agency Lewis Moberly. Coconutea will be launching Direct To Consumer, through and Amazon and the company’s own website, of which Lewis Moberly also spearheaded the design and creation to ensure a seamless brand expression and consumer experience.
Coconutea is the brainchild of entrepreneurs Sanjiv Rai and Calvin Lobendhan, created 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 flavourings to create a new organic, health-optimising drink.
Calvin Lobendhan commented: “As a native Sri Lankan I have been brought up to understand the benefits of drinking King Coconut water. I wanted to bring a luxury health drink to the UK market which combined the health benefits of King Coconut water along with the delicious tastes of premium Sri Lankan green teas and natural fruit flavourings.”
Coconutea targets the affluent, young and health conscious – an over-catered consumer market.
“Our challenge lay in how to cut through. We developed a packaging design, which let the name do the talking, heroing the product and dispensing with outdated juicy coconut graphics,” said Emily Fox, Creative Director, Lewis Moberly.
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.
Muted colours and a graphic rendering of palm tree leaves sit atop the lid, sealing the drink and denoting the six flavour variants: lemon, peach, pineapple, soursop, passion fruit and strawberry.
Sanjiv and Calvin also wanted to ensure that accents of Sri Lankan culture – the inspiration behind the brand was communicated in the brand identity. As such, on the seal of the lids, Sinhalese icons, meaning ‘King’ are incorporated in the design, reinforcing provenance and authenticity.