Design Agency: Wildfire Collaborative
Creative Chief: Anthony Chew
Lead Designer: Ngo Do Quyen & Anthony Chew
Support Designer: Phan Thi Sao Mai
Project Type: Produced, Commercial Work
Client: Betrimex JSC
Packaging Contents: Real Coconut Water infused with tropical fruit flavors
Packaging Materials: Tetrapak Prizma 330ml, 500ml & 1 litre
Vietnam is a blessed land with fertile farm lands and abundant natural resources. While it is internationally known for its Rice and Coffee exports, Fresh Coconut has only recently gained traction. Real coconut water as a healthy refreshment around the world is now a growing trend globally. And Vietnam is well positioned to supply some of the best quality tropical coconut water to the world. Probably the most exciting aspect of Coconut Water isn’t only the fact that it is a delicious form of natural energy supply for our bodies but combines well with an incredible array of fruits to provide ‘refreshing’ combinations.
The task to develop the 1st International Coconut Water brand from Vietnam, was therefore to us so timely. Our client from Betrimex JSC was already the leading fresh coconut producer in the country with plantations in Ben Tre province (known locally as the land of Coconuts and Beautiful ladies).
The challenge was to develop a distinctively unique brand that was clear in its proposition and offering. As a new brand in the market, it was evident that clarity was the key to ensuring the brand not only delivered in the appetite appeal and product quality criteria but oozed a sense of contemporary confidence that could easily fit into any market. The result was a design that featured an identity that reflected the purity of the product in a clean, timelessly simple design.
With a brand name of CocoXim (Xim derived from a popular coconut type in Vietnam called Xiem), we opted for a type that immediately called out to the shape of coconuts. We also wanted a sense of depth to the identity that showed the shades of a fresh green coconut.
In working with the Tetrapak Prizma pack format already set from the beginning, we had to ensure that we used the angular sections of the pack carefully so that all brand assets were displayed clearly and effectively.
In expressing the freshness of the coconut and the infused tropical fruit flavors, we went for a dynamic approach that would keep the ultra-realistic Coconut the central focus with careful water swirls while supported by the fruit flavors. Each pack would also be supported by clear flavor bands to ensure ease of selection from a distance.
• 1st Commercial launch of Coconut Water in RTD Packaging Format in Vietnam
• 1st Use of Prizma Tetrapak format in Coconut Water Category in Vietnam
• 1st Coconut Water infused with Tropical Fruit Flavor Brand in Vietnam
• 1st Coconut Water Brand from Vietnam marketed globally