Coco Co.

Coco Co. is a pop-up that guides guests through the practical uses of coconuts, drawing heavily on Filipino tradition. With interaction, choice, and a take-home product, the experience educates and excites visitors while uplifting Filipino culture.

TIMELINE-

4 weeks

ROLE-

Sole Designer

CONTEXT

An identity and website that excites guests about Filipino culture.

While most people have tried a coconut, sellers typically leave out the significance of the coconut to cultures who regularly consume it. In the Philippines, for example, one third of the population receives their livelihood from the coconut industry. Linguistically, Tagalog has at least five different words for types of coconuts, and buko, young coconuts, are offered as symbols of hospitality and goodwill.

1. Brand Identity

LOGOS

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 tumbling coconut-shaped “o” type treatment.

PATTERN

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

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.

FULL BRIEF

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

2. Process/Explorations

COMPETITIVE RESEARCH

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.

EXPLORATION

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.