Title : COCO UP - l'Artisan du Coco
Brand : COCO UP
Brief Develop a clear, fun and authentic brand architecture based on COCO UP core values with the objectives of improving the brand position in the local market while strengthening its social commitment. The context It is in Mauritius, small paradise island set in the middle of the Indian Ocean where nature has always been generous, that COCO UP was born. Arnaud Dalais, coconut fan and founder of COCO UP, always aimed to shake the coconuts. Creation and innovation are his passions. COCO UP is a journey through the wild coconut palms. Products taste as fresh as in nature, just like as if the consumer picked it up from the tree itself. COCO UP is a human story; various and complementary talents, teamwork in a warm and dynamic environment. For the coconuts acrobats, it's getting up at the dawn, going up in trucks that make lots of noise while driving, climbing trees with the birds singing and seeing the sun rise ... then choosing, cutting and go down coconut clusters of several kilos with ropes ... finally, carry them, cut out and extract the best. Today, years have passed and COCO UP continues to grow, to innovate, to bring truth, to share and to propose “custom made” products... It is thanks to all these know-how that this adventure is possible. They have not finished dreaming. COCO UP, l’artisan du coco. (COCO UP, the coconut craftsman) The brand promise We believe each coconut tree is unique, each coconut is unique and we promise that every COCO UP product is handmade, therefore unique. Brand pillars: Natural Mauritian Authentic Unique True Fun Close The objectives: • Revitalize the brand through a fresh, modern, familiar and on the move communication • Develop an identity, which reflects the COCO UP products: 100% natural, adapted to the different targeted markets: local as well as an international approach mainly access to the French-speaking, Anglo-Saxon countries. • Enhance the understanding that coconut has healthy benefits. The target audience: • Mauritians: men, women, children, hindus, creoles, muslims, chinese, whites, students, unemployed, active, retired. Every Mauritian! • Those who share the same values as Coco Up (Sports / Healthy / Artistic / Citizen Engagement / Mauritianism) Communication strategy: What coconut are you? Just like human beings, coconut trees and coconuts do also come in several forms and colours, which characterize them. Based on this course of action, we have developed the new identity of COCO UP around the human factor by attributing a human personality to the product. We developed a list of traits in relation to the coconut. Just like human beings, coconut trees and coconuts do also come in several forms and colours, which characterize them. Based on this course of action, we have developed the new identity of COCO UP around the human factor by attributing a human personality to the product. We developed a list of traits in relation to the coconut. Coco faya (‘faya’ meaning party), coco fesse (‘coco fesse’ being a type of coconut, very much present in Seychelles Island and well known in Mauritius), coco bureau (‘bureau’ meaning work), coco paresse (‘paresse’ meaning lazy), casse coco (‘casse coco’ meaning cutting a coconut), coco rhum, coco zumba, cocochanel, coco green, coco tendresse (tendresse meaning affection), coco arty, coco ayooo (ayoo meaning (xxxx), coco happy, coco funky, coco smiley, air coco, coco zen, coco truc, my coco, mon coco, mo coco (meaning my coconut in Mauritian creole), mo dilococo (meaning my coconut water in Mauritian creole), dilo apandan (a Mauritian expression meaning coconut), l’eau suspendue (a Mauritian expression meaning coconut), coco nature, coco sportif (‘sportif’ meaning sportive).