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

Brand VI: The Chinese-Norwegian artist expressed the process of the fall of "a fresh coconut" in an abstract way. The black and white pure lines, Nutrition Facts，directly express the function of health. True/clean/transparent/pure. Some graphics maintain rough lines, expressing the brand to do "Chinese coconut water draft paper" .
Fresh pink coconut water：According to the concept of a coconut across the ocean, the properties of coconut are stronger on the shelf, and 220ML bag type is like a coconut . Secondly, 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.
Fresh coconut water: Continue the VI tone, the three styles are unified, with coconut, tangerine, lemon line outline and LOGO color block to distinguish different flavors, so that consumers can clearly see the main ingredients and characteristics of the product.

Highlights

Brand VI: expressed the process of the fall of "a fresh coconut" in an abstract way. The black and white pure lines, Nutrition Facts，directly express the function of health.True/clean/transparent/pure.

Fresh pink coconut water：100% natural pink coconut water. select Hainan 6-8 months old tender coconut, HPP ultra-high pressure sterilization technology，0 essence, 0 added pigment, 0 preservatives, ingredients list clean.As fresh as freshly coconut water.

Fresh coconut water: Selected from Southeast Asia 6-8 months old tender coconut, 3 flavors: pure coconut water, tangerine coconut water, lemon coconut water, add NFC juice, low sugar low GI low calorie.

Market Performance

The average monthly turnover of the store is 400,000 +, the average re-purchase rate is more than 30%, and the member re-purchase rate is 60%.
The total sales volume of e-commerce self-owned stores 、star live broadcast and offline 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 PET塑料 PET material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。 Bagbody 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.

Craft

Fresh pink coconut water：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. 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.
Fresh coconut water: Selected from Southeast Asia 6-8 months old tender coconut, Original "low temperature lock fresh" process, non-UHT high temperature sterilization, 0 essence, 0 added pigment, 0 preservatives, add tangerine, lemon NFC juice, ingredients list clean, save and restore the coconut itself taste of fresh sweet and refreshing taste.

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

Fresh pink coconut water：
1、Allcoconut refuses ordinary temperature coconut water, refuses aged coconut water, uses HPP ultra-high pressure sterilization technology, NFC non concentrated reduction, the coconut water is as fresh as new opened.
2、The project "coconut water fresh extraction "was jointly carried out with the Coconut Research Institute of Chinese Academy of Tropical Agricultural Sciences, 100% Coconut Water in Natural Pink.
3、Food grade lock fresh bag type, Lightweight and portable, twist cap to drink.

Fresh coconut water: Selected from Southeast Asia 6-8 months old tender coconut,3 flavors: pure coconut water, tangerine coconut water, lemon coconut water, added NFC juice, low sugar low GI low calorie, ingredients list clean.

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: 3 flavors: pure coconut water, tangerine coconut water, lemon coconut water, add NFC juice, low sugar, low GI and low calories, supplement vitamin C and natural electrolytes, 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.