The Coconut Collab
Case Study: The Coconut Collab – Elevating a Brand to Lead the Next Wave of Plant-Based products.
Client: The Coconut Collab
Partners: We Are All Marketing, Sprowt, Belief Machines, Veega Studio
Services Delivered: Primary Customer Insight/Research, Brand Strategy, Identity, Illustration, Copy & Tone of Voice, Website (Design & Build), Digital Strategy, Brand Platform, Photography, Video,
Challenge
The Coconut Collab, beloved for its rich, coconut-based dairy alternatives, faced a shifting market. As the plant-based category matured, consumers began scrutinizing ultra-processed foods (UPFs), prompting the need for a brand evolution. While their original dairy-free positioning had resonated with early adopters, growth ambitions demanded a broader appeal. The brand needed to move beyond what it wasn’t—dairy-free—and spotlight what it was—natural, high-quality, coconut-led.
The core challenge: reposition the brand to retain loyal customers while drawing in a more mainstream, ingredient-conscious audience.
Action
A strategic and creative partnership between We Are All Marketing, Sprowt, and Belief Machines delivered a comprehensive brand refresh rooted in authenticity and aspiration. Key initiatives included:
Customer insight: 1:1 interviews and quantitative survey to unearth rich insights
Brand Strategy & Positioning: Shifted the narrative from dietary restriction to ingredient celebration, placing coconut—the hero ingredient—at the heart of the story.
Visual Identity & Illustration: Developed a vibrant, modern look that nodded to the brand’s heritage while signaling a fresh chapter.
Tone of Voice & Copywriting: Crafted messaging that emphasized positivity, indulgence, and natural quality, steering clear of restrictive language.
Website Design & Build: Created a dynamic, user-friendly digital experience that mirrored the new brand ethos.
Digital Strategy & Campaign Platform: Built a scalable foundation to support omnichannel growth and future marketing campaigns.
Result
The refreshed brand identity successfully redefined The Coconut Collab’s market position—shifting perceptions from niche dietary alternative to desirable, natural indulgence.
By celebrating the product’s strengths rather than its dietary omissions, the brand is now poised to connect with a broader, health-aware audience and accelerate growth in a competitive category.
At last count, the brand was trending at +17% YoY growth.
