Coconique
With elegance in mind, we helped Coconique create an identity that translates across the haircare industry
Overview
Visual exploration for Coconique’s cosmetic product launch.
EUTOPUS
Approach
To most, hair is another factor in the equation of beauty, however, hair care products are not high on the priority design list. This was the belief held by Coconique, an evolving brand. The lack of a unique brand identity does not reflect the brand's radiant values or contagious glow. These pain points were amplified by inconsistent branding and antiquated design. To reframe this perception and position its brand as the solution to making hair care beautiful, Coconique asked us to help develop a new identity.
Work
BRAND IDENTITY PROTYPING SERVICE/PRODUCT STRATEGY PACKAGING CONTENT GUIDELINES CREATIVE DIRECTION ART DIRECTION
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Breathing New Life into Beauty
As we developed the brand, our goal was to establish a structure that could help Coconique reconceptualize the narrative surrounding hair care products. Because Coconique did things differently in the haircare space, we built a brand that was able to stand out. We established a position that was distinguishable within a
saturated category by complementing its brand with a bold personality and a luscious voice. To accomplish this, we followed a series of research, design, and development sprints, in close partnership with Coconique. We brought a more human and delicate tone to the company.
Outcome
The work made an immediate impact by alining the branding values of the company. Not only did our unified brand experience create consistency across Coconique’s global business, but it also delivered a scalable platform that can grow as they do.