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The Holy Coconut Brand Strategy / Naming / Identity / Messaging / Digital Design / Packaging / Collateral / Social Media
A plant based brand with a halo, a sense of humour and a plan to shake up Australian hospitality.
The Holy Coconut is a new Australian food and beverage brand built entirely around the coconut, sourced directly from local farmers across Southeast Asia and produced with one of the region’s largest coconut producers.
Generations of agricultural know how meet a modern approach to quality and sustainability, across a range that runs from condensed coconut milk and whipping cream to coconut sugar and coconut aminos, for wholesale to the Australian hospitality industry.
The Challenge
A new brand in a crowded plant-based category, where wholesome, health-focused cues are everywhere, and most players start to look and sound alike.
The Holy Coconut needed to earn trust on ingredients and sourcing, stand out on the shelf, and hold together as a range, with each product carrying its own personality without losing the whole. There was no story, voice or name recognition to lean on yet, which meant we had the oportunity to write all of it.
Our Approach
We started with strategy, and one idea: plant-based food should be good for you and genuinely enjoyable. That balance became the foundation for everything that followed, from the brand narrative to the shelf.
We led the brand story, positioning, messaging and tone of voice, pairing a playful, irreverent personality with a firm focus on natural ingredients, responsible sourcing and quality. It’s a brand that’s serious about what goes in the pack and relaxed about everything else.
The identity draws on the character of the coconut itself. Bold typography, expressive illustration and a bright colour palette keep it energetic and approachable, while a distinctive halo motif plays on the “holy” coconut. No miracles required, just very good coconuts.
Across the packaging, each product has its own colour and visual character, brought together by a consistent graphic system built to scale as the range grows.
The Outcome
A brand with a clear story, a confident voice and a look that stands apart on the shelf, in a category where everyone is selling goodness, and few are doing it with this much personality.
The Holy Coconut brings together natural goodness, Southeast Asian heritage and a little irreverence, as memorable for its personality as for what’s inside the pack.
