Raw coconut water brand Unoco debuts with brand identity and packaging from Pearlfisher
Raw coconut water brand Unoco has engaged Pearlfisher to create the brand identity, tone of voice and packaging design for its launch into the competitive drinks market.
Pearlfisher was briefed with clearly showing Unoco’s point of difference as it is made using wild jellynut coconut – a young, green coconut from the Philippines – and unlike other variants on the market is unheated.
“Pearlfisher completely grasped our strategic challenge by creating a brand that reflects the true uniqueness of the product in the current marketplace. They have created a crisp, clean brand identity with a very distinctive tone of voice,” commented Hamish McCall, founder of Unoco.
Explaining the project, Pearlfisher head of works, Sylvie Saunders, said: “Our objective was to create a distinctive character and attitude for a brand that is: Untouched, Unheated, Unrefined, Unchanged, Unsweetened and Untampered with. We needed to design a name and tone of voice that was definitive but meaningful. And so we have embraced the ‘Uns’, which have become central to the whole story and are used throughout the copy, communication and brand name, Unoco, which is evocative of the word coconut.”
Pearlfisher creative director, Sarah Cattle, added; “We wanted to reflect the difference and unique and challenging nature of the product visually…we chose to create a more disruptive but still simple identity, using the letters that spell out the Unoco name in a pattern that reflects and represents the idea of a young, fresh, coconut with a liquid centre. It is confident, potent and definitive.”
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