I am brand guardian for Coconut Merchant. The brand has grown an impressive following since their launch in 2014. They sell the world's largest range of coconut products, in shops such as Holland & Barrett, Selfridges, Tesco, on Ocado and Amazon. Coconut Merchant decided it was time for an update to their visual identity, to further boost their position as the leading coconut brand.
Coconut is the hero in all Coconut Merchant products and I was keen to let the humble coconut take centre stage on the new branding. I wanted to draw more attention to the coconut's delightfully-clever versatility, as well as injecting more personality into the brand. As Coconut Merchant didn't want to discard their established ship icon, I decided to replace the main logo graphic with a friendly rowing boat – a subtle nod to the existing merchant ship.. The boat is captained by the clever coconut itself, with a wooden spoon for an oar – naturally! The new packaging labels also celebrate the mighty coconut.
