Design: Anu Manohar
Project Type: Concept
Packaging Contents: Frozen Yogurt
Packaging Substrate / Materials: Plastic Tub, Plastic doy pack
Printing Process: Digital Printing
Coco is a brand of frozen yogurt that comes in 8 exciting flavours. The branding for Coco is inspired by fun unconventional typography. It is led by a strong elegant logotype and a single visual element. The chosen visual element can be used in dynamic ways, keeping the overall brand language minimal but exciting. The logo’s elegance comes from its height and the stability of its shapes giving it the flexibility to adapt to different sizes. The bold logo also helps in brand recall. The bright flat colours with large black text creates a powerful contrast and the pastel shades add a sense of softness to the design.
The packaging is dominated by unique typography and bright colours that gives it a fresh look. In addition, the typography combines warm calligraphic curves with a clean, machine-like sensibility—bridging the hand-drawn and mechanical genres. The design is geared towards making the consumer curious about the brand because of its modern aesthetic and premium feel.
Coco is designed to attract the millennial consumer. It targets people between the age of 25-45 who are looking for a healthy alternative to ice cream. Through its unique visual language, Coco aims to be as fun as other ice cream brands, but gives the consumer an added benefit of eating something healthier. Coco comes in 8 flavours – peach, orange, banana, mint chip, watermelon, blueberry, strawberry and coconut. The flavours are unlike any other brand in the market, which makes the user feel like they need to try it.