Coastal’s

Creative Direction / Branding / Packaging

Coastal’s crashes in as Australia’s first hard coco water. Light on its carbon footprint, hard on its flavour. This brand promises on its carbon neutrality to deliver a product that’s kind to the environment it’s meant to be drunk in. A love letter to the surf, Coastal’s evokes long summer nights and the lingering salt after a sunset surf.

Challenge

Coastal’s presented 3 key branding challenges for us to solve. 

Clarity, differentiation and shelf dominance. We needed to create branding that would communicate clearly that hard sparkling coconut water was a very unique offering on the market. How could we then create packaging that would stand out on a shelf as different enough to competitors?

Approach

Going into a saturated market, we knew consumers needed to be educated about the Coastal’s difference.

Perfect for coconut water aficionados and those with a taste for coastal summer living, Coastal’s needed to be symbolic of a healthy and laid-back lifestyle. For both those wanting a healthier alternative in an alcoholic beverage and those wanting to get into the relax spirit of the Australian summer. 

We approached this branding and packaging with an aesthetic that matched the quintessentially surfy summer experience. Pure, feel-good nostalgia, just like Coastal’s could’ve come straight out of another era. Right at home among some of Australia’s legendary brands but still standing out as its own product today.

Result

The crux of Coastal’s branding was to inspire reminiscing on summers’ past and excitement for summers to come. Starting with this idea that the branding would become part of the fabric of what made a good Aussie break from routine, we turned to the packaging. The design focused on the perfect blend of nostalgia and modern simplicity – pastel backgrounds contrasting bold reds and oranges, whimsy fonts against classic, clean lines. The kind of packaging that would be unique enough form part of the memories themselves.