Coco Co.

An adaptable logo that sparks curiosity, built on an adaptable symbol.

Coconuts are the fruit of life in Filipino tradition, providing food, water, fuel, fertilizer, bowls, and more. The adaptability of coconuts inspired the rotating coconut-shaped “o” type treatment, while the punctuation mark can be adapted into an independent logomark.

A pattern to uplift Filipino culture.

Coco Co. utilizes a simplified Linuhhung pattern, which originates from the Ifugao people, a Filipino ethnic group. The Ifugao believed wearing the Linuhhung pattern honored the agricultural gods and would lead to good harvests.

Touchpoints that promote human connection.

The pop-up provides 360-degree transparency and invites people to walk up and inquire about Coco Co. Signage is inviting and informational. Various materials, lights, textures, and patterns create a unique but comfortable, down-to-earth image.

Colors, digital applications, and more are specified in the full branding brief below.

Simple, engaging interaction to quickly convert interested users into customers.

The tagline and call-to-action button on the landing page increase customer turnover and prioritize essential information. Moving text, symbols, textures, and images drive engagement while minimal text avoids boring the user. Although all information lies on a single page, navigation is present but not obstructive to maximize immersion while preserving convenience.

On desktops, horizontal scrolling piques customer interest, and visual cues immerse the user in the unique scrolling method. Phone scrolling is standard since alternate gestures are harder to imply and could cause disorientation or frustration.

Key informative pages simplified to screens.

To maximize user retention, simplified, essentials-only headlines and short paragraphs are preferred over whole pages of informative text, images, and more. The approach also encourages person-to-person sharing, which minimizes misunderstanding and humanizes culture, rather than online dissemination of impersonal, complex information.

Setting Coco Co. apart from the crowd.

Wordmark: due to the fleeting nature of pop-ups, a memorable, readable wordmark logo is ideal for customer recognizability. Without a wordmark, finding pop-ups is a game of “is this the correct place?”

Simplicity: while some pop-ups had expansive websites, for a first-time guest, all the pages are overwhelming and most are never used. Since pop-ups grow through word-of-mouth and social media, website visitors look for key information, especially surrounding logistics.

Cultural Connection: cultural connection is the humanity behind experiences, and what elevates a pop-up from a fun time to a place guests recommend to their friends.

Energy: high-contrast colors, moving text and images, and actionable words promote conversion from viewer to guest. Headlines like “visit us” are nonspecific and uninspiring.

A trendy iteration.

The original version of the Coco Co. website was very trendy and bright, and attempted to sell a product rather than an experience. After the first attempt, I simplified the “keyframes” and reorganized to create a better user experience and align the website with the brand identity.

Keyframes for visual hierarchy.

Since the website scrolls horizontally, to make sure all information fits properly on devices, keyframes were developed before assembling finalized graphics.

User testing & iteration.

User testing helped refine button placement, navigation postage, color choices, movement speed, element sizes, and textures. Wording and layout changed constantly throughout iterations. This was especially important for the mobile application.