Coconut Cult is a well-known brand of fermented coconut yogurt with a distinct taste and high probiotic content. It is made from organic coconut milk and is free of dairy, soy, and gluten. Despite not being the most affordable option on the market, its popularity has grown due to its taste and health benefits, leading to a strong social media following, especially on TikTok.
In order to enhance its visibility as it expanded its product range, the brand sought the help of the New York agency &Walsh. The result was a visually appealing brand that balanced Coconut Cult’s unique charm with a more cohesive brand presence.
Jessica Walsh, the founder of &Walsh, provides an exclusive look behind the scenes at the creative process and vision behind the redesign.
One of the main challenges faced was conveying the brand’s fun personality while also emphasizing its serious mission of simplifying gut health in a delicious way.
Another challenge was formalizing the design system, as Coconut Cult previously used a changing wordmark, making brand consistency difficult. The goal of the rebrand was to maintain the playful essence while creating a more unified brand system, with a consistent wordmark and illustration style featured prominently on all packaging.
The inspiration for the redesign came from an unusual source, the 1973 Mexican surrealist film „The Holy Mountain.“ The set design in the film influenced the rebrand, with Jessica aiming to incorporate elements of cults into the work without overshadowing the product’s quality and taste. Ultimately, the identity needed to communicate the deliciousness of the products, not just the cult-like aspects.