Its product packaging is considered slightly old, with its photos and serif typeface. The products are also packed in plastics. which doesn't attract consumers' attention unless they were looking for pudding/jelly specifically.
The first step to re-branding this product is giving its logo a revamp. The original logo has a tropical green colour, with its name 'COCON' inside a round border.
Consumers may be confused with what product this brand is selling as the name does not directly relate to pudding/jelly. Thus, the word 'pudding' has been included into the new logo.
Below are the drafts created in Adobe Illustrator. By exploring different logo ideas such as boxes, circles, line weight, organic font and geometric font, graphic elements and illustration.
This is the final choice for the logo revamp. The illustration (whipped cream) above the typography represents the freedom of choice consumers have when enjoying the product; they choose when and where to eat, and picking a topping of their choice served on top of the product. (whipped cream, chocolate chips, nuts, jelly beans etc) The typography represents the pudding itself.
Packaging design inspirations were taken from various Internet sources. Patterns, illustration, pastel colours and minimalism were integrated into the final packaging designs.
The product has lots of flavours, but for this re-branding project only 4 of the more popular flavours were chosen. In order to attract new consumers, adjectives have been added in front of the flavours: Marvelous Mango, Sassy Strawberry, Lovely Lychee and Humorous Honeydew.
Below are the mood board and various packaging design drafts.
The final design for the 2-piece rigid box packaging. It holds 4 pudding cups with 2 spoons. Below are the finished packaging die cut along with the puddings.
The pattern on the packaging represents the nata de coco that are in the pudding. Previous plastic design was replaced by a new design that belongs to the overall packaging design.
Final design for the auto lock bottom box packaging design. It holds 15 small pudding cups. The nata de coco pattern allows the packaging to belong with the others, allowing consumers to recognise the brand easily.
Below are the packaging die cut in its 4 different flavours: strawberry, mango, honeydew and lychee.
Final chambered box design. It holds 1 pudding cup and 1 spoon.
The box has a shape of a cut jewelry, which makes it more attractive to woman consumers. The nata de coco pattern design has been placed around the top angled part of the box.
Below is the die cut of the packaging.
Final design for the popcorn box. This packaging design is saved for special occasions, where it has a beautiful clear wrapper completed with a fancy ribbon.
It holds 30 small pudding cups, contains all 4 flavours in 1 box. The packaging includes all 4 flavours' related colour palette, along with the nata de coco pattern.
The illustrations were drawn using real photos as reference. The outline is a dark brown colour, with different line thickness similar to using a calligraphy brush. The colour does not fill the whole outline, but leaves out some white for a cleaner and less flat design.
These illustrations are then integrated into the sticker design, along with the flavour name. The illustrations are also placed onto the packaging designs.
Cocon Pudding's corporate identity has been included, choosing the most popular flavour - mango as the base colour for the overall design. The idea is minimalism, with no graphic elements.
Envelope
Name Card
Letterhead
Corporate Identity Mock Up
Print advertising such as poster, bunting, billboard and bus stop have been chosen. The basic ideas came from the posters, with different arrangements to suit different sizes and advertising media.
The main poster for advertising the re-branded COCON, showing its new packaging designs to encourage consumers to purchase their product.
The idea "Little Delights" come from the fact that the packaging holds small pudding cups.
The idea "Gleaming Jewels" come from the fact that the packaging box itself is similar to a ring box or a cut jewelry.
Project details and explanation were compiled and arranged onto an A0 board for the presentation.
Presentation Booth
