With a University project, it was a marketing project to re-design and re-position a selected health food product. So i went and decided to re-position Cocobella coconut yogurt. By doing so i would need to change the packaging to a more appealing design to reach a selected demographic.
The first step in branding re-positioning was to access the competition and observe how other companies are taking their steps in the market. By doing so, many strategic map's we're designed and put into place over incoming factors such as; Health over Taste, and Price over quality. With doing so, Cocobella can now understand the competitors table and start to manufacture a 6-12 month plan to increase sales and gain more human publicity through a better product.
170 was my first design, which was created differently by letting consumers know that it was Strawberry Coconut Yogurt, and added additional muesli on the top for additional nutrition. I went for a very vibrant colour pallete with this project. Originally the colour pallete of Cocobella included the cyan blue look. But i just created a more vibrant and warm blue using the Adobe Kuler tool. And it was feeling right to keep the colours to a bare minimum because of the incurring white i included into the brand re-positioning.
500 was my second design, which was simply the exact same ordeal design re-positioning as the 170, although this design did not have the muesli because this was considered a share pack. So the packaging design was simply a wider illustration to design and some of the packaging ingredients and nutritional information was adjusted as needed.
I also designed a multi-pack of Cocobella to fit the demographic of consumers who are usually on the go with meals because lack of time. Just a 4 pack for a light breakfast or quick yogurt on the go.
This packaging design was the most fun and rewarding project i had completed because of the attention to detail on the back packaging with nutritional value, barcodes, QR Codes, and social media links. Still keeping the same pallete and making sure a hint of red is still occurring through the design to make consumers understand that red through a coconut yogurt would be considered strawberry.
And just some additional advertisement photo's that were created in Adobe Illustrator, then scaled in Adobe Photoshop to fit the appropriate canvas.
A shirt design with a catchy slogan:
'Sugar Free, Dairy Free. All made from a Coconut Tree.'
