Every project starts
with a real problem.

The Problem

Vita Coco was chosen for a business communication course, and what immediately stood out was a glaring gap between who the company actually is and how it shows up on the shelf. Despite being a leader in sustainable sourcing — B Corp certified, traceable supply chains, responsible packaging — none of that story was visible to a consumer standing in a grocery aisle.

Their existing packaging leaned on generic tropical imagery that blended into a crowded competitive set. The goal was to differentiate the brand visually and reposition it toward an eco-conscious consumer, particularly Gen Z.

The Strategy

Three decisions drove the redesign. First, shifting the palette from bright blue to kraft, navy, and sage — natural materials that signal sustainability before a word is read. Second, turning the back panel into a brand asset by surfacing real impact data: 500,000 seedlings distributed, $361,000 in donations to food security. Third, giving the brand a voice — "You think coconuts just fall out of the tree?" earns attention through personality and respects the consumer's intelligence.

The Work