Cocoes Wellness was launching as a company specializing in food products made of coconut derivatives. Its first planned product launch was extra virgin coconut oil, known for its health and skin benefits. It also planned later expansion into coconut flour, coconut milk, coconut water, coconut v coconut confectionery products, amongst others.

The key design challenge was to craft a beautiful modern identity void of literal and traditional associations at the request of the client, as many in-category brands were already doing this. We were specifically asked not to use coconuts as part of the design strategy as this as cliché.