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A Yummy Refresh for Coconut Butter

Coconut Kitchen is a delicious, healthy coconut butter sold on grocery store shelves and online. Owner Angie Carl wanted to invigorate her existing retail brand and expand her business so she solicited Enrich’s expertise.

Getting Started

When Angie Carl, creator of a delicious, healthy coconut butter came to Enrich in 2015, her brand was already 2 years old and products were being sold both in local grocery stores and online.

While the product was doing relatively well, Angie was passionate and wanted consumers to understand the real health benefits of this unique coconut butter. Like many entrepreneurs, she also had a lot of ideas about making changes to the name, logo, flavors and label design but she wasn’t sure where to start and didn’t want to confuse (or possibly lose) her current customers.

Key Challenges

Angie’s product was delicious but consumers didn’t necessarily have a clear understanding of the product, its uses and its benefits. The existing logo and label weren’t helping either -- While the initial monkey logo was friendly, it made the product appear more child-like and didn’t appeal to the adult audience Angie was after.

Because she was offering a premium product with a high cost of quality ingredients and a time-intensive manufacturing process, the new label design would need to reflect the value of the product as well.

A large number of flavors were not only adding to the label production costs, but it also made production and inventory tracking more difficult. Angie made the decision to streamline her offerings and focus on the five favorite flavors that her customers enjoyed the most.

Strategy

We learned a lot from Angie and conducted our own research, too. To guide the brand refresh, Enrich developed a brand platform to capture the essence of Coconut Kitchen. Key position drivers were identified and based on core values, master messaging was created and brand tone and attributes were selected. Moodboards were developed to reinforce brand tone and demonstrate how type, image, color, imagery and illustration might be used to best communicate to the consumer.

To maximize the full shelf impact, a new logo and label design were created at the same time. Concepts were considered in the store environment and a new jar style was chosen. An existing label emphasis on Coconut Butter was redirected to highlight the flavor instead, strengthening shelf impact. An extremely legible typeface paired with a script, a sophisticated color system and palm tree illustration act as unifying elements for the brand language.

The refreshed brand look was then extended to a new product website which features clear messaging and crisp design. This enables the web visitor to quickly understand what coconut butter is, its health benefits and the many ways to enjoy it. Throughout the site, Angie’s story of how coconut butter has dramatically improved her own health adds a personal touch, allowing her to better connect with her audience. New product and food photography explains easy and delicious ways to use the flavors and highlights recipes.

Results

  • Coconut Kitchen has a cohesive brand that successfully describes what the product is and clearly communicates it’s unique benefits.
  • As the new label design is phased in on retail shelves, the consistent look will reinforce the brand.
  • Customers are excited and have given the new label and website rave reviews.
  • Retailers are now contacting Coconut Kitchen, asking how they might carry the product on their shelves.
  • The new look is taking Coconut Kitchen to the next level, enabling talks with potential partners for growth.

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