One spring a client approached us with very interesting product – coconut water in young coconut. Actually, in Thailand coconut water is drinked just like this – straight from the green nut, but here by us it can only be bought in plastic bottle. The product name was simple – Coconut.

We had to do positioning and logo.

As it was planned to sell Coconut in big shopping malls, bar-restaurants, branded points on the street and fitness centers – the audience was strongly blurred. Product had ideally be sold to everybody, even though it was for sure more suitable for innovators. It was decided to orient on them, namely on modern youth – girls and guys who spend a lot of time in shopping malls, hang out in clubs and fitness centers. They are leaders of opinions. If they like it – others will follow. And still, working for them you need to keep in mind “everybody” who should not be scared by the product.

To guess with logo emotions we decided to understand, what unites fashionable novators and “everybody” by buying Coconut? Obviously, it is the desire to try something new, good mood in the moment of buying and need to uplift the spirits. Logo should provoke a smile, suggest the thoughts about fun and exotic. After few weeks of work we represented five logo sketches to the judgement of client. Logo, which was chosen by the client is represented here – we called it “The Hut”.