OBJECTIVE: Redesign Brazil’s #1 coconut water brand to align with its new positioning that embraces celebration, authenticity and pure ingredients. Set the groundwork for the brand to launch globally as an entrant to the growing coconut water market. STRATEGY: A distinctive design that evokes liveliness and optimism while still retaining its natural and refreshing qualities. Much like the melting pot nature of Brazilian culture, the new look features a mishmash of parts coming together in a celebratory fashion that feels uplifting and youthful. Role: Design Research & Strategy, Competitive Category Audit, Mind Map, Logo Exploration, Packaging Designer of Lead Concept from Focus Groups & Testing, Art Direction of Social & Digital, Storyboard Developer & Creative Direction of Animation, Art Direction of Experiential & Retail
