Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

ALLCOCONUT

Designer Name

Austrian Chinese designer Lin Tao Mantin studio

Position of Designer

无

Target Consumer

Healthy people: aged between 20 and 50 years old, pay attention to healthy diet, the pursuit of quality of life, like natural no addition, ingredient list clean products. Female population: aged between 18-45 years old, like to try new things, like fashion and trends, have high requirements for food taste and appearance.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel

Positioning

大货消费品 Mass Production

Design Story

Design background: With the promotion of health awareness, the growth space of coconut water market is very large. Founded in 2020, Allcoconut currently has 50 physical stores (Guangzhou, Shenzhen, Nanning and Shanghai under preparation). From the supply chain self-research, self-built fresh coconut water supply system, research preservation process-HPP ultra-high pressure sterilization technology, transformation of store machinery. On this basis, Allcoconut layout in the retail field, hopes that more health-loving people will have access to 100% fresh coconut water at any time，The project "coconut water fresh extraction " was jointly carried out with the Coconut Research Institute of Chinese Academy of Tropical Agricultural Sciences.

Design concept: 220ML bag type is like a coconut ，combined with the liquid color of the product itself, the pink texture of the powder coconut water itself is revealed on the front of the package.The pink coconut line outline presents each bag of powdered coconut water with an equal amount of creativity, making coconut the core visual hammer for direct communication between the product and the user. After the user drinks a bag of Coco coconut water, it is like drinking a whole coconut water.

Highlights

1, Select Hainan 6-8 months old tender coconut, 0 essence, 0 added pigment, 0 preservatives, ingredients list clean, 100% natural pink.
2, HPP ultra-high pressure sterilization technology, non-UHT high temperature sterilization, short guaranteed, as fresh as fresh coconut water.
3, Low sugar low GI: 7°naturally sweet.
4, Low Energy: a bag of fresh pink coconut water 220ML heat ≈ half an apple.
5, Natural electrolyte water: electrolyte content 177.2mg/100ML, > other electrolyte drinks 3 times.
6, Contains vitamin C 、amino acids and other natural antioxidants.

Market Performance

The total sales volume of e-commerce self-owned stores 、star live broadcast andoffline stores exceeded 700,000 bags, with an average monthly sales of 70,000 bags.

Material（For concept works, please choose the material you plan to use）

其他 食品级锁鲜袋装，盖子PE环保材料，减少对环境的白色塑料污染。Bag body food grade material, safe and pollution-free.The lid on the bag is made of PE environmentally friendly material, reduce white plastic pollution to the environmen

Craft

Select Hainan 6-8 months old tender coconut，The project "coconut water fresh extraction "was jointly carried out with the Coconut Research Institute of Chinese Academy of Tropical Agricultural Sciences. The process of low-temperature freshness locking and photosynthesis promoting pink turning,NFC non concentrated reduction and HPP ultra-high pressure sterilization technology ，putting 100% fresh coconut water with natural pink color into a bag by immediately.

Does the design solve the problems that are common across the product category? If so, please explain.

1.Different from normal temperature coconut water, Allcoconut uses HPP ultra-high pressure sterilization technology, NFC non concentrated reduction, the coconut water is as fresh as Hainan freshly opened coconuts.
2.Different from transparent coconut water, the project "coconut water fresh extraction " was jointly carried out with the Coconut Research Institute of Chinese Academy of Tropical Agricultural Sciences. The process of low-temperature freshness locking and photosynthesis promoting pink turning, putting 100% fresh coconut water with natural pink color into a bag by immediately. Pink is also a major evidence of the excellent retention of nutrients and flavor substances in coconut water.
3.food grade lock fresh bag type, safety, environmental protection and pollution-free. Lightweight packaging, store like a face mask without taking up space, twist the lid to drink, suitable for a variety of drinking scenarios (family, sports, outdoor).

What functional designs of the work have enhanced the user experience?

Packaging Functional Design:
1, more lock fresh: food grade lock fresh bag, lock fresh quality.
2, more environmentally friendly: bag body food grade material, safe and pollution-free. The lid on the bag is made of PE environmentally friendly material, reduce white plastic pollution to the environment.
3, more reasonable: moderate capacity, to ensure fresh coconut water.
4, more portable: lightweight packaging, storage/carry does not take up space, twist the lid to drink, suitable for a variety of drinking scenes (family, sports, outdoor).

Product Design: Low sugar, low GI, low calorie, supplementing with vitamin C and natural electrolytes, a natural health drink.

Did the design help increase the sales performance of the product? If so, please give related evidence.

As the first [fresh pink coconut water] brand in China, Allcoconut innovatively developed natural pink 100% fresh coconut water . At the end of 2022, after the little Red book was put on the shelves, it became the top 1 sales of coconut water category in Q1 in 2023. Up to now, the total sales volume of e-commerce self-owned stores、star live broadcast and offline stores exceeded 700,000 bags. After the Tmall self-owned store was put on the shelves, it became the third best-selling natural coconut water.Allcoconut was awarded the 2022 Brand Planet Annual Industry New Consumer Brand and was invited to participate in the 2023 Global High end Food Exhibition.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Environmental protection: The raw material of fresh coconut water comes from Hainan tender coconut, does not add any chemical substances or artificial ingredients, and is friendly to the environment. The planting of coconut trees helps to reduce carbon dioxide emissions. Coconut shells can be made into activated carbon，The waste in the production process can be fully recycled. Packaging selection of food grade lock fresh bag + environmental protection material PE lid, safe and pollution-free.
Commercial value: Coconut water products have high nutritional value and health benefits, such as electrolyte balance, antioxidant, etc., and are loved by consumers. With the trend of healthy diet, the demand for coconut water is increasing, the market prospect is broad, and the commercial value is significant.