The Coconut Collab, known for its creamy coconut-based yoghurt alternatives and desserts, has refreshed its brand identity to fuel growth and align with shifting consumer trends.
A maturing plant-based category and increasing numbers of consumers taking note of UPFs within this category had driven the need to rethink beyond the brand’s original dairy-free positioning and messaging (“tastes like no udder”). The evolution of the brand needed to hero the brand’s focus on the best ingredients and what it does have, rather than what it doesn’t.
“We will always be a plant-based brand, and historically this has been the main message we have communicated to our consumer base. The lightbulb moment for us was just how many of our consumers love us for what we are in our own right – simple, delicious, natural – and this prompted us to focus more on highlighting these positives rather than focusing on what we are not,” says Anna Dominey, managing director of The Coconut Collab.
Working with UK creative studio Belief Machines, in collaboration with We Are All Marketing & Sprowt, the purpose of the rebrand was to move the yoghurt and dessert makers’ products out of the plant-based category and into the mainstream.
Belief Machines set to work to bring to life The Coconut Collab’s revised positioning and opportunity for the brand. Exploring what a revised brand strategy, identity and packaging system would look like that would highlight the natural goodness, quality, and taste of the products. Whilst bringing cohesion to the range.
“We don’t see ourselves as an ‘alternative’ or substitute for dairy. Our mission is to bring the simple, joyful pleasure of a coconut yog or dessert into everyday life. The brand refresh brings this to life beautifully, and we look forward to welcoming more people into the delicious world of The Coconut Collab.” James Averdieck, Founder, The Coconut Collab
The new logo is sharper, clearer, and more prominent, elevating the brand’s premium appeal. A jam-jar style label with playful typography helps communicate the artisanal, homemade quality of the product, reinforcing The Coconut Collab’s authenticity and craftsmanship. The design feels familiar yet elevated, striking the perfect balance between premium and accessible.
