Logo-Design-CocoJoy

COCOJOY

Logo Design

PROJECT OVERVIEW

CocoJoy is a private label brand under the Fal Holdings company. They specialize in flavored coconut water products which can be purchased online and in retail. During the product's inception, they were looking for a logo that evoked freshness, and hydration, highlighting that it was coconut-based, all while remaining minimalistic.

Aside from the logo design, I was also tasked with creating several of the brand's packaging.

PACKAGing DESIGN - COCOJOY

CHALLENGES

At first, the clients were unsure on the direction they wanted for the logo. They had other brands under the company’s umbrella, but they wanted this one to stand out on its own.

I brainstormed and asked the client what their target market was and what did they wanted the product to convey. Words like "fresh", "natural", and "happiness" as well as the fact that the product was a healthy coconut juice drink were some of the main highlights.

With that, we were able to decide on the name "CocoJoy". Simple, healthy, and fresh were the key elements I had to design the logo around.

THE PROCESS

Knowing that “simplicity” was key, I designed it with the idea that less is more. Originally, I created some icons/illustration graphic elements and an emblem. Being that this would be printed onto a can, I also did very rough mockups of how the logo would look on the can.

After a few renditions, the client decided to go with a minimal wordmark/font-based logo, as it would allow for more whitespace and graphical elements on the can. Using some bold fonts, I also stylized the word “COCO” to give the name a bit of pop.

Knowing that the color green was key to the brand, I decided to go with a white font on a green emblem. We came to the conclusion that a stylized wordmark version of the logo which also split the name into a visual hierarchy of “COCO” and “JOY” would work best.

Multiple concepts presented to the client

ENDGAME

The client was extremely satisfied with the final design, appreciating how it appeals to their target customer, and how well it represents their brand's identity. The logo is now used on all their branding, being featured front and centered on their catalog of drink products which are sold online and in retail.

Final logo designs for CocoJoy

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